MASTER 

NEGATIVE 
NO.  94-82085- 11 


COPYRIGHT  STATEMENT 


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If  a  user  makes  a  request  for,  or  later  uses,  a  photocopy  or  reproduction 
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violation  of  the  copyright  law. 


Author: 


Rogers,  Jason 


Title: 


Newspaper  efficiency, 
showing  how  one... 

Place: 

New  York 

Date: 

1917 


q4~fti/)g6-ii 


MASTER    NEGATIVE   # 


COLUMBIA  UNIVERSITY  LIBRARIES 
PRESERVATION  DIVISION 

BIBLIOGRAPHIC  MICROFORM  TARGET 


ORIGINAL  MATERIAL  AS  FILMED  -    EXISTING  BIBLIOGRAPHIC  RECORD 


430*  366 
R63 


Rogers,  Jason. 

Newspaper  efficiency,  showing  how  one  newspaper  niet 
the  heavy  increased  cost  of  print  paper  through  definite 
knowledge  of  '  cost, '  by  Jason  Rogers.    New  York,  1917. 


Hem 


62  p.  incl.  facsims.,  diagrs.,  forms.    30! 

"Prepared  by  Jason  Rogers,  publisher  of  the  New  York  globe." 


1.  Printing,  Practieal    Accounting.    2.  Newspapers.        i.  Title. 

/-"^  17-18502 

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LIBRARY 


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NEWSPAPER 
EFFICIENCY 


SHOWING    HOW   ONE 

NEWSPAPER  MET 

THE    HEAVY 

INCREASED 

COST 


OF 

PRINT  PAPER 

THROUGH    DEFINITE 
KNOWLEDGE  OF  'COSTS' 


By  JASON  ROGERS 

NEW  YORK 

1917 


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T) 


Under  date  of  May  12,  1916,  President  Wilson  in  a  per- 
sonal letter  to  Edward  N.  Hurley,  chainnan  of  the  Federal 
Trade  Commission,  commending  the  work  it  was  doing,  said 
among  other  things : 

"It  is  my  hope  that,  in  addition  to  the  other  work 
which  the  Federal  Trade  Commission  is  doing,  it  will 
ascertain  the  facts  regarding  conditions  in  our  vari- 
ous industries.  If  it  finds  that  an  industry  is  not 
healthy,  it  should,  after  carefully  considering  the 
facts,  in  co-operation  with  the  parties  interested,  sug- 
gest a  practical  and  helpful  remedy.  In  this  way 
many  of  our  difficult  business  problems  might  be 
solved." 

It  would  seem  that  this  statement  was  almost  prophetic 
in  its  relation  to  the  industries  of  newspaper  making  and  print 
paper  making. 


I 


^1 


"NEWSPAPER 
EFFICIENCY" 

A  PLAIN  STATEMENT  OF  THE 
PRINT  PAPER  SITUATION  AND 
SUGGESTED    PROCESS    FOR 

MEETING    THE    INCREASED 

—COST   OF   PAPER— 

Prepared   by  Jason  Rogers,  Publisher  of  the  New  York 

Globe,  as   a    Contribution    to    Help    Relieve     the 

Present  Embarrassing  Position  in  Which  Many 

Newspapers  Find  Themselves. 


(Copyrighted,    1917,    by   Jason   Rogers.) 


i 


From  the  library  of 

Talcott  Williams 

Director  of  the  School  of  Journalism 

1912-1919 


Hi 


Foreword 

Feeling  that  perhaps  much  of  the  misunderstanding  and 
contention  regarding  the  print  paper  situation  grows  out  of 
unsound  business  practices  on  both  sides,  as  revealed  at  the 
recent  conferences  between  the  paper  makers  and  publishers, 
I  am  disposed  to  conclude  that  only  by  some  well-considered 
definite  campaign  of  education  and  co-operation  can  relief  be 
secured  for  all  parties  involved. 

Having  met  the  condition  of  increased  print  paper  costs 
successfully  with  The  Globe  by  drastic  economies,  modern  ef- 
ficiencies, slightly  increased  advertising  rates,  etc.,  in  a  way 
that  has  earned  commendation  from  newspaper  publishers, 
paper  makers,  and  members  of  the  Federal  Trade  Commis- 
sion, I  may  be  pardoned  for  the  presumption  of  setting  down, 
for  the  benefit  of  other  publishers,  details  of  how  we  accom- 
plished these  results. 

We  will  first  consider  the  situation  of  paper  panic  as  it  de- 
veloped, viewing  it  from  the  broadest  possible  standpoint  for 
the  benefit  of  those  not  in  a  position  to  be  familiar  with  the 

5 


INTENTIONAL  SECOND  EXPOSURE 


>\r 


K 


i 


Fkom  the  library  of 

Talcott  Williams 

Director  of  the  School  of  Jovrnalism 

1912-1919 


"NEWSPAPER 
EFFICIENCY" 

A  PLAIN  STATEMENT  OF  THE 
PRINT  PAPER  SITUATION  AND 
SUGGESTED    PROCESS    FOR 

MEETING   THE    INCREASED 

—COST  OF   PAPER— 

Prepared    by  Jason  Rogers,  Publisher  of  the  New  York   * 
Globe,  as   a    Contribution    to    Help    Relieve     the 
Present  Embarrassing  Position   in  Which  Many 
Newspapers  Find   Themselves. 


(Copyrighted^    1917,    by   Jason   Rogers.) 

Foreword 

Feeling  that  perhaps  much  of  the  misunderstanding  and 
contention  regarding  the  print  paper  situation  grows  out  of 
unsound  business  practices  on  both  sides,  as  revealed  at  the 
recent  conferences  between  the  paper  makers  and  publishers, 
I  am  disposed  to  conclude  that  only  by  some  well-considered 
definite  campaign  of  education  and  co-operation  can  relief  be 
secured  for  all  parties  involved. 

Having  met  the  condition  of  increased  print  paper  costs 
successfully  with  The  Globe  by  drastic  economies,  modern  ef- 
ficiencies, slightly  increased  advertising  rates,  etc.,  in  a  way 
that  has  earned  commendation  from  newspaper  publishers, 
paper  makers,  and  members  of  the  Federal  Trade  Commis- 
sion, I  may  be  pardoned  for  the  presumption  of  setting  down, 
for  the  benefit  of  other  publishers,  details  of  how  we  accom- 
plished these  results. 

We  will  first  consider  the  situation  of  paper  panic  as  it  de- 
veloped, viewing  it  from  the  broadest  possible  standpoint  for 
the  benefit  of  those  not  in  a  position  to  be  familiar  with  the 


facts,  indicate  the  efforts  of  the  Federal  Trade  Commission  to 
bring  relief,  and  then  show  how  we  got  ready  for  the  long 
looked  for  blow. 

•      The  Situation. 

The  newspapers  of  the  country  find  themselves  sharply 
up  against  what  seems  to  them  the  most  impossible  con- 
ditions they  have  ever  been  called  upon  to  face.  The  large 
newspapers  feel  that  they  have  been  maltreated  by  the  print 
paper  makers,  who  have  forced  them  to  pay  prices  entirely 
out  of  proportion  to  justifiable  costs  and  reasonable  profits. 
The  smaller  newspapers  find  themselves  unable  to  secure 
their  supply  except  at  almost  prohibitive  prices. 

On  the  other  hand,  the  print  paper  manufacturers  main- 
tain that  on  account  of  shortage  of  the  supply  of  ground  wood, 
sulphite,  screens,  labor,  and  other  details  of  manufacture  and 
consequent  greatly  increased  costs,  they  have  been  compelled 
to  demand  the  higher  prices. 

The  Chicago  conference,  held  on  Jan.  26,  produced  much 
more  important  leads  of  gi-eat  promise  in  indicating  a  way 
out  of  the  difficulty  than  most  of  those  who  attended  fully 
realized.  An  unfortunate  atmosphere  was  created  by  the  diffi- 
culties in  the  way  of  allaying  the  feelings  of  bitterness  which 
had  grown  up  incident  to  strained  relations  and  possible  im- 
pending troubles. 

The  paper  makers,  through  their  spokesmen,  frankly  ad- 
mitted that  in  the  past,  owing  to  foolish  competition  and  lack 
of  proper  costing,  they  had  not  made  an  ordinary  manufac- 
turer's profit,  that  all  items  going  into  the  production  of  print 
paper  were  increasing  in  price  by  leaps  and  bounds,  and  that 
it  v.-as  because  of  failure  of  mills  to  make  profits  sufficient  to 
attract  new  capital  that  they  had  fallen  behind  in  keeping 
up  with  the  demand. 

It  was  admitted  by  the  paper  makers  that  they  wanted  to 
make  good  for  past  unprofitable  years  and  equalize  the  loss 
on  unexpired  contracts  running  into  1917,  as  well  as  make 
profits  in  the  future,  and  these  considerations  induced  them  to 
advance  prices  to  present  levels.  It  was  stated  that  the  busi- 
ness of  paper  making  was  unusually  hazardous,  and  that  very 
few  of  the  mills  made  full  allowance  for  depreciation,  replace- 
ment or  the  risk  of  forest  fires  in  their  costs,  where  they  had 
any. 

The  spirit  of  the  Chicago  conference  from  the  newspaper 
publishers'  standpoint  was  that  it  didn't  so  much  matter  what 


^ 


i 


paper  cost  them,  but  rather  whether  the  price  was  fair  and  not 
the  result  of  combination  or  understanding.  All  of  the  publish- 
ers who  spoke  on  the  subject  took  the  position  that  they  were 
perfectly  willing  to  concede  the  manufacturers  "cost  plus  a  fair 
manufacturers'  profit."  They  were  frank  in  the  expressed  feel- 
ing that  there  was  too  wide  a  margin  of  difference  between  the 
price  paid  by  the  big  newspapers,  $3.10  mill,  and  that  paid  by  the 
little  ones,  $6  to  $12  per  hundred  pounds. 

All  of  this  was  as  it  should  have  been  to  provide  the  first 
act  of  a  series  of  get-together  conferences  A  certain  quantity 
of  bad  blood  had  to  be  got  out  of  the  way,  so  to  speak.  The 
presence  of  members  of  the  Federal  Trade  Commission,  who 
answered  questions  and  explained  what  they  had  done,  indi- 
cated the  seriousness  of  government  interest,  and  exercised  a 
certain  influence  that  was  quite  obvious  toward  constructive 
conclusions. 

Two  very  important  matters  of  vital  interest  between  paper 
makers  and  publishers  were  settled  in  principle.  These  are 
bound  to  have  a  very  far  reaching  effect  for  the  benefit  of  the 
smaller  newspapers  particularly,  and  are  not  without  ad- 
vantage to  the  larger  newspapers. 

The  principle  of  "group  purchases"  was  endorsed  by  the 
paper  makers  without  any  contention.  This  will  encour- 
age group  purchases  by  state  or  other  sectional  groups 
at  the  same  prices  at  the  mill  as  paid  by  larger  publishers 
buying  the  same  quantity  and  will  mean  great  relief  to  the 
small  publishers. 

Adoption  of  the  policy  of  occasional  meetings  between 
paper  makers  and  publishers  will  be  productive  of  much  mut- 
ual benefit,  through  better  appreciation  of  working  factors, 
and  is  bound  to  be  productive  of  economies  and  efficiencies. 

I  thought  that  the  paper  makers  showed  a  remarkable 
willingness  to  give  information  regarding  costs,  which  was 
met  with  what  seemed  to  me,  at  least,  an  unfortunate  spirit 
on  the  part  of  some  publishers,  which  was  not  conducive  to 
best  results  from  the  conference.  The  statement  of  Mr.  Dodge 
that  he  thought  we  had  passed  the  worst  of  the  trouble, 
due  to  economies  in  consumption,  and  that  conditions  would 
probably  improve  from  now  on,  I  thought  was  significant 
and  in  itself  made  the  holding  of  the  meeting  worth  while. 

From  contact  with  publishers  at  the  meeting,  and  con- 
firming my  previously  stated  views  on  the  subject,  I  sin- 
cerely believe  that  much  of  the  paper  panic  conditions  of  the 
past   few   months    was    brought    down   upon  themselves  by 


newspaper  men  sadly  deficient  in  ordinary  commercial  com- 
mon sense,  who,  regardless  of  justifying  facts,  made  it  very 
easy  for  the  paper  makers  perhaps  to  add  a  few  dollars  a 
ton  for  extra  profit. 

Had  our  larger  newspaper  publishers  heeded  the  note  of 
warning  sounded  at  the  paper  conference  of  last  April  at  the 
Union  League  Club  in  New  York  and  as  sincerely  and  effectively 
started  to  economize  as  they  have  since  October  1,  when  many 
of  them  for  the  first  time  felt  the  pinch,  there  would  be  no 
shortage  of  paper  and  prices  would  be  much  below  where  they 
now  are. 

As  a  net  result  of  the  conferences  it  seems  to  me  that  it  is 
plain  that  the  paper  making  industry  must  do  some  house  clean- 
ing such  as  the  newspapers  did  years  ago  in  eliminating  bulk 
sale  of  space  to  jobbers  (alleged  advertising  agents  and  special 
agents),. who  resold  it  at  the  best  prices  they  could  get.  It 
seems  that  the  paper  makers  are  up  against  a  similar  defect 
in  their  distributing  machinery. 

The  elimination  of  the  middleman  or  reduction  of  his 
profits  to  a  reasonable  margin  would  be  likely  to  cut  off  the 
difference  between  prices  paid  by  the  big  newspaper  and  the 
small  town  daily.  Increased  purchasing  power  should  repre- 
sent no  such  difference  as  that  between  $62  and  $200  or  more 
per  ton.  A  margin  of  21/0  to  10  per  cent,  commission  to  the  job- 
ber or  broker  would  seem  to  cover  costs  wherever  his  services 
are  necessary. 

Advertising  agents  grow  rich  on  a  commission  of  15  per 
cent.,  while  commission  men  in  many  important  lines  of  com- 
merce thrive  on  margins  of  from  2  to  15  per  cent.  Of  course, 
the  man  buying  in  100,000-ton  lots  will  be  able  to  get  a  shade 
better  price  than  the  one  buying  half  that  qtiantity,  and  so  on 
down  the  line,  but  the  difference  should  be  very  much  closer 
than  that  represented  by  the  wide  discrepancies  to-day. 

The  conference  between  the  committees  of  the  A.  N.  P.  A. 
and  the  paper  manufacturers'  association  after  the  report  of 
tlie  Federal  Trade  Commission  is  issued  will  be  watched  with 
interest  to  see  whether  it  is  going  to  be  possible  to  produce  a 
closer  understanding  between  maker  and  purchaser. 

Overlooking  the  few  unsatisfactory  incidents  of  the  Chi- 
cago conference,  which  probably  no  one  regrets  more  sincerely 
than  those  responsible  for  them  ahd  which  possibly  were 
necessary  to  develop  the  situation,  every  one  who  attended  went 
home  with  a  different  viewpoint  than  he  had  when  he  came. 

8 


li 


/ 


Coming  away  from  the  Chicago  conference  I  was  filled 
with  a  feeling  that  if  some  definite  proposal  could  be  worked 
out  things  were  ripe  for  the  Federal  Trade  Commission  to  do 
something  big  and  constructive  that  would  stand  as  a  lasting 
monimient  to  its  efficiency  and  merit  the  hearty  approval  of 
the  thousands  of  small  newspaper  publishers  v/hom  it  would 
materially  benefit. 

I  could  not  view  the  statements  of  the  paper  makers 
except  as  an  admission  of  poor  management  by  men  who 
for  years  had  been  trying  to  do  business  far  away  from  best 
modem  and  successful  practices. 

I  could  not  help  but  feel  regret  for  the  many  publishers 
who,  through  lack  of  knowledge  regarding  their  costs  and 
ability  to  discern  the  approaching  storm,  had  failed  to  pre- 
pare to  meet  it. 

On  one  hand  we  had  men  with  millions  of  dollars  invested 
seeking  to  earn  a  fair  return  on  honest  capital,  who  had  endan- 
gered a  large  and  profitable  market  for  their  output  through 
their  arbitrary  method  of  handling  an  emergency. 

On  the  other  hand  we  had  a  group  of  publishers  v^'ho  were 
sufficiently  intelligent  to  have  been  shown  by  dependable  dem- 
onstration and  proof  that  they  must  readjust  their  business  to 
meet  advancing  costs,  kept  absolutely  without  such  informa- 
tion, and  by  reason  of  the  abrupt  and  high-handed  way  the  in- 
creased cost  was  passed  to  them,  almost  hopeless  and  more  in- 
clined to  fight  than  to  seek  to  deal  with  the  situation  by  ra- 
tional treatment. 

With  this  introduction  to  set  the  situation  clearly  before 
the  publishers  of  the  country  as  I  see  it,  I  shall  briefly  indi- 
cate what  the  Federal  Trade  Commission  sought  to  do  and 
then  proceed  wath  the  main  purpose  of  this  pamphlet. 

A  Remedy  Sought. 

The  Federal  Trade  Commission  was  brought  into  the 
situation  at  the  instance  of  Senator  Owen  of  Oklahoma  to 
inquire  into  conditions  and  to  report  any  violations  of  the 
federal  laws  regarding  combinations  in  restraint  of  trade  if 
found  in  their  inquiry. 

The  Federal  Trade  Commission  through  its  corps  of  field 
men  and  experts  examined  books,  records  and  conditions  at 
all  the  principal  paper  mills  in  the  United  States  and  Canada, 
and  in  December,  1916,  issued  a  preliminary  report  which 
showed  that  production  costs  for  the  first  six  months  of  1916 


i 


were  lower  than  the  previous  year  and  otherwise  controvert- 
ing some  of  the  statements  of  the  paper  makers. 

During  December  the  Federal  Trade  Commission  held 
several  hearings  at  which  were  represented  paper  manufac- 
turers, paper  jobbers  and  brokers,  and  newspaper  publishers. 
The  commission  suggested  a  plan  for  producing  relief  for 
the  small  newspapers  then  unable  to  get  any  supply,  and 
finally  secured  contributions  from  manufacturers  of  limited 
tonnage  for  such  relief. 

Nothing  big  or  very  definite  grew  out  of  these  hearings 
except  that  the  Federal  Trade  Commission  went  directly 
ahead  preparing  its  formal  report  to  Congress  and  transmit- 
ted some  of  its  findings  to  the  Department  of  Justice  for  its 
further  investigation  and  such  action  as  the  facts  and  infor- 
mation might  justify. 

On  Jan.  26  the  print  paper  manufacturers  arranged  a 
meeting  at  Chicago  to  which  were  invited  newspaper  pub- 
lishers and  members  of  the  Federal  Trade  Commission,  for  the 
purpose  of  strictly  informal  discussion  of  the  problem,  in  the 
hope  that  through  frank  interchange  of  thought  something 
worth  while  could  be  worked  out. 

How  We  Met  the  Situation  in  the 
New  York  Globe  Office 

In  October,  1914,  in  the  letter  from  Mr.  Dodge,  president 
of  the  International  Paper  Company,  to  Mr.  Bridgman, 
president  of  the  American  Newspaper  Publishers  Associa- 
tion, suggesting  a  get-together  meeting  between  publishers 
and  print  paper  manufacturers  to  discuss  print  paper  condi- 
tions, I  saw  a  sign  of  impending  danger. 

No  meeting  was  brought  off,  though  I  recollect  that  Mr. 
Bridgman  wrote  Mr.  Dodge,  after  consulting  his  board  of 
directors,  that  the  publishers  would  attend  such  a  conference. 

The  meeting  of  April,  1916,  at  the  Union  League  Club 
in  New  York,  between  newspaper  publishers  and  paper  makers, 
at  which  intimations  of  the  necessity  for  conservation  and  higher 
prices  by  about  $5  a  ton  were  given  out  by  the  manufacturers, 
caused  us  to  get  busy. 

On  May  1  the  New  York  Globe  increased  its  annual  sub- 
scription price  from  $3  to  $6  and  instituted  economies  in  the 
use  of  paper  by  reducing  the  quantity  of  waste  represented  in 
returns,  overs,  and  free  copies. 

10 


1^ 


i 


With  the  idea  of  an  increased  price  of  $5  per  ton  in  mind, 
and  taking  into  consideration  the  economies  we  could  produce, 
we  went  carefully  into  a  calculation  of  costs  to  see  what  in- 
creases in  the  various  advertising  rates  were  essential  to  make 
both  ends  meet. 

A  prospective  increase  of  $50,000  a  year  to  us,  represented 
by  $5  more  a  ton  for  10,000  tons,  seemed  to  be  too  big  an  item 
to  assimilate.  But,  as  results  have  shown,  we  later  on  cared  for 
an  item  nearly  five  times  as  large,  for  in  its  final  foiTn,  with 
paper  at  $67  a  ton,  the  increased  cost  amounted  to  $234,000,  By 
the  use  of  accurate  costing  process  we  had  the  situation  well  in 
hand  at  all  times. 

On  June  1  we  issued  a  new  advertising  rate  card,  making 
some  very  minor  reforms  and  primarily  to  render  certain 
position  rates  prohibitive  in  order  to  meet  conditions  of  the  more 
condensed  papers  we  had  in  view. 

This  was  followed  by  another  revision  of  rates,  effective 
August  1,  which  we  calculated  would  place  a  fair  proportion  of 
the  added  expense  on  the  advertiser.  The  one-time  rate  was 
increased  from  35  to  40  cents  per  line,  with  discounts  in  propor- 
tion.   The  bulk  contract  rates  were  increased  this  way: 


2,500 
5,000 
10,000 
20,000 
30,000 
40,000 
50,000 


line  contract 
line  contract 
line  contract 
line  contract 
line  contract 
line  contract 
line  contract 


increased 
increased 
increased 
increased 
increased 
increased 
increased 


from  28  to 
from  27  to 
from  27  to 
from  26  to 
from  24  to 
from  22  to 
from  20  to 


30  cents. 
29  cents. 
28  cents. 
27  cents. 
26  cents. 
25  cents. 
24  cents. 


Along  about  this  time  we  were  hearing  reports  regarding 
the  difficulties  of  certain  publishers  whose  contracts  for  print 
paper  were  expiring  in  getting  renewals  except  until  the  end 
of  the  year,  and  then  at  prices  representing  nearer  $10  a  ton 
advance  than  $5. 

We  continued  to  effect  further  economies  in  the  use  of 
print  paper  and  waste,  reducing  the  minimum  of  reading  matter 
to  fifty-five  columns  from  sixty.  Then  came  rumblings  and 
reports  of  3-cent  paper.  We  again  got  busy  on  our  cost  sheets 
and  issued  a  new  rate  card  on  Nov.  1,  which  changed  space  rates 
as  follows : 

One  time  rate  the  same. 

2,500  line  contract  increased  from  30  to  33  cents. 

5,000  line  contract  increased  from  29  to  32  cents. 

10,000  line  contract  increased  from  28  to  31  cents. 

U 


i 


20,000  line  contract  increased  from  27  to  30  cents. 
30,000  line  contract  increased  from  26  to  29  cents. 
40,000  line  contract  increased  from  25  to  27  cents. 
50,000  line  contract  increased  from  24  to  25  cents. 

We  increased  our  financial  advertising  rate  from  35  to  40 
cents  per  line  and  made  many  minor  adjustments  regarding 
other  classifications. 

Before  this  rate  card  was  fairly  in  operation  talk  of 
S%  and  314  cent  paper  was  being  indulged  in,  so  we  decided 
further  to  reduce  the  volume  of  reading  matter,  still  further  to 
economize  in  other  ways,  and  to  make  another  readjustment 
of  certain  minor  advertising  rates,  and  issued  other  rate  cards 
on  Dec.  1,  1916,  and  Jan.  1,  1917. 

The  net  result  of  all  these  reforms  in  anticipation  of  the 
heavy  added  penalty  for  1917,  estimated  at  $234,000  for  the 
year,  has  been  that  for  the  month  of  January  we  were  able  to 
equalize  the  increased  price  of  print  paper. 

For  the  purpose  of  showing  how  these  results  have  been 
secured  we  shall  now  proceed  to  a  simple  cost  system  which  can 
be  easily  adopted  anywhere,  and  then  briefly  describe  some 
business  office  methods  for  securing  fairly  accurate  figures 
upon  which  to  compute  costs. 

Simple  Cost  System  and  Desirability  of  Using 
It  for  Small  Newspapers. 

Within  the  past  few  months  two  authoritative  statements 
confirm  a  rough  and  perhaps  crude  cost-finding  system  which 
I  have  used  for  years  and  which  I  have  explained  before 
meetings  of  the  newspaper  publishers  in  different  parts  of 
the  country.  The  desirability  of  knowing  costs  as  a  basis  for 
establishing  advertising  rates  that  will  meet  expenses,  produce 
a  fair  return  on  capital  invested,  and  justify  effort  put  into  the 
business,  is  not  as  fully  appreciated  as  it  should  be. 

In  many  large  newspaper  gatherings  I  have  asked :  "How 
many  present  know  what  it  costs  them  to  manufacture  a  line 
or  an  inch  of  advertising?"  and  have  not  got  a  single  rise. 
Long  and  diligent  investigation  of  newspaper  conditions  in 
many  cities  conclusively  proves  that  our  advertising  rates  are 
established  largely  by  competitive  conditions  and  represent 
WHAT  WE  THINK  WE  CAN  GET  rather  than  WHAT  WE 
SHOULD  INSIST  ON  AS  A  NECESSITY  OF  CONTINU- 
ING SOLVENT. 

In  a  recent  circular  issued  by  the  Federal  Trade  Com- 

12 


Vv       j 


• 


1 


mission    at    Washington,    headed    "Helpful     Activities    to 
Strengthen  American  Business,"  it  was  stated: 

"Among  the  several  methods  by  which  the  Federal 
Trade  Commission  can  be  of  constructive  help  to  American 
business  there  are  two  of  particular  importance.  One  of 
these  is  to  aid  the  business  men  of  the  country  in  obtain- 
ing the  additional  credits  to  which  their  business  operations 
may  entitle  them.  The  second  is  to  aid  in  improving  ac- 
counting practice  and  in  ESTABLISHING  BETTER 
STANDARDS  OF  BOOKKEEPING  AND  COST  AC- 
COUNTING.   The  two  are  interdependent. 

"The  small  manufacturer,  the  country  storekeeper 
[and,  they  might  have  added,  the  country  newspaper  pub- 
lisher] and  the  retail  merchant  often  do  not  get  at  the 
banks  the  credit  that  they  ought  to  receive  owing  to  the 
fact  that  they  are  unable  to  present  balance  sheets  in  ac- 
cordance with  good  business  practice.  These  men  as  a 
rule  are  just  as  good  business  men  in  many  respects  as 
those  of  larger  operations.  They  have  brains,  ability, 
knowledge  of  their  wares  and  of  their  customers,  but  they 
do  not  speak  the  language  of  the  banker  in  that  they  are 
not  able  to  present  a  statement  showing  their  true  assets 
and  liabilities.    *     *    * 

"The  fact  must  be  admitted  that  in  order  to  put  a 
selling  price  on  a  product,  a  manufacturer  must  first  know 
what  it  costs  to  manufacture  and  sell  it.  When  business 
was  done  on  a  larger  percentage  of  profit  this  was  no^  so 
essential,  but  in  most  lines  of  industry  to-day  the  large 
percentage  of  profit  has  passed.  Manufacturers  are  work- 
ing on  smaller  margins  and  must  absolutely  know  what 
their  goods  cost.  Any  unreliable  method  of  arriving  at 
cost  figures,  with  margins  of  profit  so  close,  must  bo 
eliminated. 

"It  is  a  fact  well  understood  among  business  men  that 
the  general  demoralization  in  a  large  number  of  industries 
has  been  caused  by  firms  who  cut  prices,  not  knowing  vvhat 
.  their  goods  actually  cost  to  manufacture,  and  the  selling 
cost,  which  is  equally  important,  is  almost  wholly  lost 
sight  of. 

"A  manufacturer  who  does  not  know  with  a  close  de- 
gree of  accuracy  what  it  costs  him  to  produce  the  different 
articles  he  manufactures,  and  what  it  costs  him  to  sell 
them,  is  not  in  a  position  to  intelligently  meet  competition 
and  invites  business  disaster." 

13 


TO  FIND  COST. 


These  extracts  do  not  do  the  circular  justice,  but  bring  out 
the  points  I  want  to  make  as  showing  the  necessity  of  know- 
ing costs  for  the  successful  conduct  of  a  business  and  placing 
oneself  in  a  position  where  he  can  meet  unusual  contingencies, 
such  as  the  newspapers  are  now  up  against  regarding  print 
paper. 

In  System  for  April,  1916,  Walter  B.  Palmer,  special  agent 
in  the  cost  production  division  of  the  Bureau  of  Foreign  and 
Domestic  Commerce,  had  this  to  say : 

"There  are  three  systems  of  costing,  all  of  them 
simple,  which  are  more  or  less  used.  They  may  be  desig- 
nated the  quantity  method,  the  direct  labor  method,  and 
the  prime  cost  method. 

"By  the  quantity  method  the  total  general  expense 
during  the  preceding  business  period,  that  is,  all  expense 
except  direct  labor,  is  divided  by  the  number  of  units 
produced,  and  the  quotient  is  added  to  the  cost  of  ma- 
terials and  direct  labor  for  each  unit." 

Here  again  I  have  only  presented  the  pith  of  a  really  no- 
table article,  but  sufficient  to  demonstrate  the  soundness  of 
the  theory  I  wish  to  present  for  the  consideration  and  use  of 
newspaper  publishers  desirous  of  investigating  the  reasonable 
ness  or  unreasonableness  of  their  advertising  rates. 

"What  does  it  cost  us  to  produce  a  line  of  advertising?" 

When  we  know  what  it  costs  it  is  easy  enough  to  find  out 
whether  we  are  selling  below  the  cost  of  production  or  at  a 
profit. 

I  figure  that  the  cost  of  a  line  of  advertising  is  gross  oper- 
ating expense  (including  fair  depreciation),  less  circulation 
receipts,  divided  by  the  number  of  lines  of  paid  advertising 
printed.  This  is  as  simple  a  process  of  reaching  cost  as  it  is 
effective. 

In  order  to  find  whether  you  are  selling  too  cheaply,  di- 
vide your  total  net  advertising  charges  by  the  number  of  lines 
printed  and  you  will  know  what  you  have  earned  per  line. 

For  the  purpose  of  getting  these  two  simple  processes 
clearly  before  us  I  am  going  to  set  them  up  in  figures. 

We  will  assume  the  case  of  a  daily  newspaper  operating 
at  a  yearly  gross  expense  of  $100,000,  printing  2,500,000 
lines  of  advertising,  with  $25,000  circulation  earnings  and 
$68,000  net  advertising  earnings. 


> 


* 


Total  expenses  of  operation  for  the  year 
1915,  including  interest  on  capital  in- 
vested, bonds  and  notes,  and  lO^o  de- 
preciation on  plant  and  equipment ....   $100,000 

Less  circulation  receipts  and  from  subscrib- 
ers          25,000 

$75,000 

Lines  of  advertising  published 2,500,000 

$75,000  divided  by  2,500,000  equals  3  cents  as  cost  per 
line. 

TO  FIND  RATE  EARNED. 

Total  net  advertising  revenue  (or  charges 
with  safe  margin  of  reserve  to  cover 

losses  or  shrinkages  of  various  sorts) .     $68,000 
Lines  of  advertising 2,500,000 

$68,000  divided  by  2,500,000  equals  2.72  cents  earned 
per  line. 

These  figures  when  worked  out  would  show  this  publisher 
that  he  was  selling  his  space  too  cheaply.  By  slight  increase 
in  some  of  the  various  classifications  he  must  increase  his  rate 
about  14  of  a  cent  a  line  to  produce  cost. 

In  order  to  make  a  manufacturer's  profit  of  10  per  cent, 
he  must  add  $10,000  to  the  total  expense  figures  above,  and 
then  ascertain  how  much  he  must  add  to  his  advertising  rate 
in  order  to  produce  the  necessary  additional  revenue. 

Total  expenses,  as  above $100,000 

Add  profit  of  10  per  cent • 10,000 

$110,000 
Less  circulation  receipts 25,000 


$85,000 
$85,000  divided  by  2,500,000  equals  3.4  cents  per  line. 

Evidently  by  one  process  or  another  this  publisher  must 
increase  his  average  advertising  rate  seven-tenths  of  a  cent  per 
line  or  reduce  his  expenses  in  some  detail  before  his  business 
"an  be  placed  on  a  sound  enough  basis  to  be  considered  a 
success. 

When  you  have  reduced  your  business  to  some  such 
standard  of  accounting,  heavy  prospective  items  of  expense, 

15 


U 


seemingly  impossible  to  meet  under  old  conditions,  can  be 
reduced  to  simple  little  adjustments  of  only  passing  interest. 

Suppose,  for  instance,  in  the  case  of  the  newspaper  ex- 
ample we  have  considered  it  was  called  upon  to  meet  an  in- 
creased paper  cost  of  say  $20,000  for  a  year. 

The  first  thing  to  do  would  be  to  cut  down  space  in  the 
paper  say  about  10  per  cent.,  and  then  reduce  all  operating  ex- 
penses say  5  or  10  per  cent.  Let  us  assume  that  these  two 
economies  would  amount  to  $10,000. 

This  would  leave  us  to  pass  on  to  our  advertisers  tem- 
porarily $11,000  of  the  added  cost,  including  one  thousand 
dollars  for  the  10  per  cent,  of  manufacturers'  profit  added  to 
the  net  increase  in  cost  of  operations. 

Dividing  this  increased  cost  $11,000  by  the  2,500,000  lines 
of  advertising  we  print  we  find  : 

2,500.000)  11,000.00  (.44 

so  we  must  seek  to  increase  our  average  net  advertising  rate 
by  one-half  a  cent  a  line,  which  should  not  be  a  very  serious 
matter  when  the  fairness  of  the  adjustment  can  be  so  intelli- 
gibly explained  to  the  buyer. 

By  this  process  an  added  item  of  $2,500  means  one-tenth 
of  a  cent  increase  in  your  advertising  rate.    When  you  can  sec  , 
things  in  this  way  it  will  be  mighty  easy  to  do  business. 

Mr.  W.  B.  Palmer  says  later  on  in  his  article:  "This 
method  of  costing  is  the  simplest  of  all  methods,  and  where 
only  one  kind  of  goods  is  manufactured  it  is  the  most  accurate 
of  all  systems." 

This  applies  to  straightaway  newspaper  enterprises.  Where 
job  printing  enters  into  the  proposition  we  have  another  ele- 
ment that  may  or  may  not  disturb  the  accuracy  of  our  calcula- 
tions, but  I  think  even  this  can  be  regulated  in  a  way  that  will 
lend  itself  to  fair  and  reasonable  adjustment. 

For  instance,  in  the  case  of  a  country  weekly  doing  a  gross 
business  of,  say,  $30,000  a  year,  of  which  $20,000  is  job 
printing  and  $10,000  for  the  newspaper:  If  two-thirds  of  all 
overhead,  rent,  depreciation,  etc.,  is  charged  to  the  job  printing 
end  of  the  business  and  the  newspaper  charged  only  with  the 
remaining  third  I  think  it  will  be  found  that  a  fairly  accurate 
determination  of  cost  per  inch  can  be  reached. 

By  the  same  process  our  country  publisher  may  find  that  he 
has  been  doing  his  job  printing  at  too  low  a  figure.    When  he 

16 


^l  i 


reaches  his  total  costs  for  operating  the  job  plant  on  its  own 
feet  and  then  checks  them  up  against  his  net  earnings  for  such 
work  for  the  year  he  may  find  that  he  must  jack  up  his  prices 
10  to  25  per  cent,  in  order  to  live.  His  newspaper  may  have 
been  asked  to  carry  more  than  its  share  of  the  burden. 

At  this  point  I  want  to  interject  a  thought  foreign  to  the 
main  subject,  but  which  is  worth  the  consideration  of  country 
weekly  newspapers.  Don't  let  your  job  printing  department 
cripple  the  newspaper.  In  other  words,  consider  the  idea  of 
charging  a  prohibitive  price  on  jobs  that  "must"  be  produced 
at  times  when  your  maximum  energies  should  be  devoted  to  the 
production  of  the  newspaper.  By  limiting  the  amount  of  job 
work  on  days  when  you  are  producing  the  newspaper  you  will 
be  able  to  get  out  a  better  newspaper. 

I  fully  realize  the  dread  of  newspaper  publishers  of  ex- 
pert accountants  and  system  experts  from  whom  they  have 
bought  more  moonshine  parading  as  the  real  goods  than  most 
business  men,  only  to  find  that  the  so-called  systems  cost  more 
to  apply  and  to  operate  than  any  possible  good  they  produced. 
A  real  effective  system  based  on  homespun  ideas  can  be  estab- 
lished and  kept  in  operation  for  your  well-being  without  an 
added  dollar  of  expense. 

All  that  any  complicated  accounting  system  can  give  you  is 
further  detail  regarding  expenses,  receipts  or  costs.  All  that 
small  business  needs  is  a  fundamental  system  which  will  be 
faithfully  carried  on  month  by  month  and  year  by  year.  His 
figures  should  show  the  publisher  how  much  business  he  did  in 
different  departments  on  one  side  and  what  it  cost  him  for  rent, 
for  heat,  light  and  power,  for  labor,  for  ink,  etc.,  on  the  other. 

We  will  now  take  up  some  simple  business  office  forms 
which  can  be  easily  applied  to  any  newspaper  business,  and  if 
accurately  produced  will  enable  any  publisher  to  cope  intelli- 
gently with  almost  any  situation  that  may  arise. 

Depreciatioa 

One  of  the  most  important  items  that  deceive  manufacturers 
(and  we  must  include  newspaper  publishers  in  this  class)  is  their 
failure  properly  to  charge  off  enough  for  "depreciation"  and 
"replacement"  every  year. 

All  sane  manufacturers  have  learned  or  are  learning  that 
their  "cost"  must  provide  for  depreciation  or  the  wear  and  tear 
and  consequent  replacement  will  eat  up  most  of  their  profits  if 
not  put  them  in  the  poor  house. 

17 


Most  of  our  newspapers  have  printed  columns  of  space  on 
this  subject,  and  yet  probably  not  one  in  a  hundred  has  ever  seen 
fit  courageously  to  charge  up  a  full  liberal  allowance  for  this 
item  on  their  books. 

Various  accountants  and  business  concerns  charge  up 
amounts  from  5  to  25  per  cent,  on  machinery  until  its  value  as  a 
book  asset  is  reduced  to  what  it  will  bring  as  junk. 

If  our  newspapers  would  only  write  off  10  per  cent,  on  all 
machinery  and  equipment  every  year  they  would  shortly  experi- 
ence the  peace  of  mind  and  comfort  of  doing  business  on  business 
principles,  plus  added  profit. 

In  his  book  the  "Awakening  of  Business"  Edward  N. 
Hurley  says  in  Chapter  I.,  entitled  "Back  to  First  Principles" : 

"Intelligent  cost  accounting  lies  at  the  basis  of  efficient  manage- 
ment Men  go  into  business  to  make  money.  Profit  is  the  difference  be- 
tween cost  and  selling  price.  Goods  cannot  be  priced  properly  unless 
cost  is  known.  The  lack  of  an  adequate  cost  accounting  system  m  a 
factory  is  like  the  lack  of  a  compass  on  a  ship.  It  makes  it  impossible 
to  direct  business  intelligently  and  scientifically.  At  the  present  time  it 
is  estimated  that  90  per  cent,  of  the  manufacturers  of  the  United  States 
are  pricing  their  goods  arbitrarily;  either  upon  a  basis  which  will  get 
rid  of  the  goods  as  soon  as  they  have  been  manufactured  or  upon  the 
basis  of  what  their  competitors  are  charging." 

On  page  7  he  states : 

"No  item  of  cost  is  so  important  and  so  frequently  ignored  a3 
depreciation.  The  practice  of  not  providing  for  it  is  one  of  the  causes 
of  many  failures  in  the  business  world  to-day.  Charging  off  ade- 
quately for  depreciation,  both  for  plant  and  equipment  and  mer- 
chandise, is  of  vital  Importance  to  every  man  interested  directly  or 
indirectly  in  business.  Where  this  is  not  done  the  manufacturer  is 
using  cost  flgrures  which  are  too  low  as  a  basis  for  his  selling  price; 
the  merchant  carries  his  goods  at  a  value  which  can  never  be  real- 
ized; the  banker  is  furnished  financial  statements  for  credit  purposes 
in  which  inventories  are  overvalued,  and  the  individual  investor  is 
often  paid  dividends  which  he  thinks  come  out  of  profits,  but.  when 
the  crash  comes  he  finds  that  they  actually  came  out  of  capital. 

"The  need  of  making  proper  provision  for  depreciation  is  more 
imperative  to-day  than  ever  before.  Not  only  is  competition  keener 
and  the  margin  between  cost  and  selling  price  less,  but  changes  in 
machinery,  in  the  class  of  goods  manufactured,  in  the  styles  demanded 
by  the  public  are  growing  more  frequent  and  more  radical  every 
day.  Often  before  machinery  and  equipment  wear  out  they  are  ob- 
solete and  useless. 

♦  •••••••• 

"Conditions  to-day  demand  that  depreciation  be  recognized  as 
an  element  of  cost,  and  that  provision  be  made  each  month  to  include 
it  in  the  costs  of  that  month.  If  a  machine  were  of  a  type  that  would 
wear  out  in  a  month,  could  any  one  say  that  the  entire  cost  of  that 
machine  should  not  be  paid  for  by  that  month's  production?  The  fact 
that  a  machine  may  be  expected  to  last  ten  years  instead  of  a  month 
is  no  reason  why  every  month  of  these  years  should  not  pay  its  share 
of  the  cost  of  the  machine. 

*  ,»♦••*•♦ 

"Another  fallacy  commonly  met  with  is  the  Idea  that  depreciation 
does  not  exist  in  plants  because  they  are  always  kept  in  the  highest 
state  of  repair.  It  is  argued  that  a  machine  appears  and  for  all  prac- 
tical purposes  is  as  good  as  new,  and  that  its  earning  capacity  is 
still  unimpaired.  Its  life,  however,  is  shortening  every  year,  and 
unless  some  provision  is  made  for  replacement  a  severe  loss  is  being 
passed  on  to  the  future.  E\'ery  machine,  building,  and  apparatus,  like 
every  man  has  a  certain  period  of  life,  and  no  matter  how  much  care 
you  take  of  the  machine  or  how  much  medicine  you  give  the  man, 
death  is  bound  to  come  to  both." 

18 


Simple  System  for  Keeping  Track  of  Expenses 
for  Comparative  Use. 

We  assume  that  every  business  enterprise  will  of  neces- 
sity have  a  bookkeeper  able  to  handle  a  simple  set  of  books 
to  keep  records  of  the  transactions  of  the  concern.  We  will 
skip  all  this  and  add  on  a  system  which  will  prevent  leaks  and 
produce  figures  which  later  on  will  provide  the  sort  of  experi- 
ence charts  that  will  help  spell  success. 

To  begin  with,  we  will  briefly  consider  the  use  of  the 
"voucher"  and  "voucher  record"  working  to  the  monthly  sum- 
mary. 

The  voucher  (figures  1  and  2)  printed  on  both  sides  pro- 
vides the  ideal  system  for  making  every  item  of  expense  re- 
solve itself  as  part  of  the  proper  classification  of  departmental 
cost. 

A  voucher  may  be  made  the  master  of  a  whole  group  of 
items,  which  must  be  reflected  in  detail  on  its  back. 

For  example,  the  whole  weekly  payroll  of  a  concern  may 
be  covered  by  a  single  voucher,  with  all  the  items  on  the  pay- 
roll segregated  in  their  proper  place  on  the  back. 

Before  the  voucher  can  be  used  to  extract  funds  from  the 
bank  it  must  be  drawn  by  a  certain  official,  checked  by  another, 
and  approved  for  payment  by  another  in  case  such  a  check-up 
is  desired.  ^ 

Each  voucher  is  numbered',  and  transferred  to  a  voucher 
record  (figure  3),  which  is  a  very  wide  sheet  with  lines  to  care 
for  every  item  on  the  back  of  the  vouchers. 

At  the  end  of  the  month  the  sum  of  all  of  the  columns 
must  reflect  the  total  expense  for  that  month,  show!  ig  the  cost 
of  every  classified  item  of  each  department,  as  summarized  in 
figure  4. 

For  simple  use,  the  total  figure  of  each  of  these  units  en- 
tered on  the  back  of  an  ordinary  voucher  will  show  costs  with 
a  simplicity  that  will  surprise  a  person  who  has  not  seen  figures 
in  such  graphic  shape. 

The  second  monthly  summary  sheet  (figure  5)  provides 
a  still  more  interesting  presentation  of  these  same  figures. 
Here  the  summary  of  the  voucher  record  is  made  easy  of 
use.  At  the  right  side  is  a  column  for  last  year's  figures,  and 
at  the  bottom  is  a  line  for  last  year's  total  of  each  depart- 
ment total. 

19 


DISTRIBUTION 


DISTRIBUTION 


VOUCHER  No.. 


New  York,. - l^l 


To 


yOr. 


Date 


Dept 


Detail 


Totals 


Totals 


Cash  Disct. 


Net  Paid 


Current  Cash 


a/'cs  Payable, 


Audited  by 


Approved  for  payment 


Publisher 


New  York, - - -191 

Received  from   THE     GLOBE    and    COMMERCIAL  ADVERTISER 


.Dollar^ 


$ 


FIG.  1— FRONT  SIDE  VOUCHER,  EACH  VOUCHER  TO  BE  NUMBERED  FOR  USE  IN  VOUCHER  RECORD,  FIG.  3. 


80 


EDITORIAL 

2.  Space  Reporting  and  Spec.  Art. 

3.  Correspondence    

4.  Illustrations    

5.  Press  Assns 

6.  Postage 

7.  Carfares 

9.  Telegraph,  Cables  and  Tickers. 

10.  Telephone  and  Messengers...., 

11.  Stationery  and   Printing 

12.  Supplies    (Papers,    etc.) 

13.  Expenses   


«••••< 


CIRCULATION 
6.  Postage,  Newspaper  .... 

6.  Postage,  General   

7.  Carfares  

8.  Expressage    

H.  Stationery  and   Printing. 
12.  Supplies 

Expenses   ...., 

14.  Wagons    

17.  Advtg.   Expenses    


ADVERTISING 

4.  Illustrations    

6.  Postage    

11.  Stationery  and    Printing. 

12.  Supplies    

13.  ^Expenses   

13.  Expenses,   Classified    


BUSINESS 

6.  Postage 

7.  Carfares   , 

11.  Stationery  and    Printing. 

J2.. Supplies    

J3.  'Expenses   


PROMOTION 

6.  Postage 

7.  Carfares  

11.  Stationery  and   Printing. 

12.  Supplies    

13.  Expenses   

17.  Advtg.   Expenses   


COMPOSING 

12.  Supplies 

13.  Expenses   

21.  Maintenance  and  Repairs. 

PRESS 

12.  Supplies 

13.  Expenses   

15.1  Paper    

16.  Ink 

21.  Maintenance  and  Repairs. 


STEREOTYPE 

12.  Supplies 

13.  Expenses   


GENERAL  AND  FIXED 

6.  Postage  ■ 

7.  Carfares 

10.  Telephone  and   Messengers... 

11.  Stationery  and   Printing 

12.  Supplies    

13.  Expenses   

18.  Legal 

19.  Power  and  Heat 

20.  Light   

21.  Maintenance  and  Repairs 

22.  Rent    

23.  Insurance  .. .  .t 

24.  Taxes 

25.  Interest    


Total 


••1 
—I 


••~l 


•»*l «  •••«*«•»••« 


nG.  2— BACK  OF  VOUCHER.  TO  SHOW  DISTRIBUTION  OF  TOTAL  AMOUNT  APPROVED  FOR  PAYMENT  ON  FRONT. 

21  . 


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MOWiii.Y  SUMMARY  OF  EXPEHSES 
Month  of  -  1915 


(LUI  Tew) 

drcula-     Advor-     Ceapo8i>     Butlnes*                  Stereo-     General                        m 

PER 

Editorial         tier         tieing          tion           Office     Preee      typing    Expense         TOTAL     ZSSUE 

^^VSFfit    tfflW 

^.  SalarieP 
'.  Overt ine  or 

Extra  Kelp 

3.  Illustrations 

4'.  Carfares 

5.  Expense  Accounts 

6.  Postage  (Newspapers) 

7.  Postage  (General) 

8.  Ei^raesage 

9.  Telegraph 

10.  Telephone 

11.  Stationery  and 

Printing 

12.  Supplies 

13.  Expenses 

14.  lagons 

15.  Paver 

16.  Ink 

17.  Ugal 

18.  Power  and  Heat 

^9.  Ught 

ij.  Maintenance 

^          and  Repairt 

21.  Rant 

22.  Insurance 

23.  Taxes 

24.  Interest 

25 f  Press  Assns. 

«6> 

■n-^ 

?d. 

Totals 

Journal 

TOTAL  EXPENSES 

Pro«oticn-— 

""ii 

Ip.  AdTsrtising 

>  2p.  arculatlon 

3p.  General 

Total 

29.  fufa.  t  rixtures 

30.  Machinery 

51. 

-52- 

'Total 

per  Issue 

Ust  Tear 

"Ti't  k  I 

Per  Is«ue 

FIG.   5— MONTHLY    SUMMARY   OF    MONTHLY  EXPENSE  FOR  COMPARATIVE  USB. 

2Z 


22 


In  the  summary  (figure  5)  we  have  added  another  fea- 
ture not  reflected  by  the  voucher  record  and  monthly  sum- 
mary, but  which  can  be  easily  segregated  as  follows:  The 
first  total  down  the  page  includes  only  absolute  items  cov- 
ering cost  of  production;  the  second  total  includes  journal 
items;  the  third  total  promotional  items,  and  the  fourth  total 
investment  items,  such  as  equipment,  machinery,  or  furniture. 

As  years  turn  around  the  value  of  such  segregations  of 
figures  will  be  obvious  to  any  one  who  will  take  time  to  have 
the  figures  separated  and  thus  preserved. 

We  will  later  consider  the  many  wonderful  and  efficient 
uses  which  can  be  made  of  these  basic  and  fundamental  figures. 

Wide  and  careful  observation  covering  nearly  all  the  lead- 
ing cities  of  the  country  convinces  me  that  it  is  the  absence 
of  basic,  standardized  figures  of  the  kind  above  suggested  that 
makes  it  impossible  for  many  newspapers  to  succeed  or  to  find 
out  what  is  wrong  in  their  operations. 

Standardization  regarding  costs  of  departments  would  en- 
able different  newspapers  to  exchange  figures  like  those  below, 
covering  percentages  of  total  expenses  which  would  be  most 
interesting  and  valuable. 

If  for  example  any  twenty  newspapers  of  approximately 
the  same  potential  (circulation)  would  contribute  percentage 
figures  on  a  standardized  blank  shouTi  in  figure  5  A,  and  the 
compilation  was  made  available  for  those  co-operating,  they 
would  be  able  to  get  at  a  glance  absolute  information  as  to 
whether  they  were  high  or  low  compared  with  others. 

For  the  purpose  of  making  such  figures  more  dependable 
some  general  understanding,  like  the  following,  should  be 
reached  and  accepted  as  the  standard  between  the  papers  ex- 
changing such  information: 

1.  All  figures  should  include  a  charge  for  deprecia- 
tion and  re-equipment;  say  10  per  cent,  on  machinery 
and  5  per  cent,  on  furniture. 

2.  Rent  should  be  included  as  a  charge  whether  paid 
or  not  to  equalize  comparisons. 

3.  Print  paper  should  be  eliminated  from  the  calcu- 
lation for  the  reason  that  the  item  is  so  large  a  factor 
and  so  much  a  matter  of  individual  caprice  as  to  obliter- 
ate finer  comparisons  elsewhere. 

Some  years  ago  I  asked  a  number  of  newspapers  to  ex- 
change percentage  figures  with  me  and  got  a  response  from  15 
out  of  25  asked  to  participate.  The  result  was  quite  satisfac- 
tory, yet  representing  a  rather  mix  d  group  without  any  stan- 

24 


if 


dardization  of  practice  some  of  the  figures  were  very  mislead- 


ing. 


r 


Some  of  the  newspapers  were  in  the  very  large  cities  and 
some  in  smaller  towns.  In  some  places,  for  example,  papers  were 
transported  by  trolley  companies  without  expense,  while 
others  were  delivered  by  automobile  and  carrier. 


COST  PERCENTAGES  OF  DIFFERENT  DEPARTMENTS 
(Excluding  print  paper). 


EDtT'L 

CIR.       COMPOSI- 

PRESS 

STEREO- 

ADV. 

EUS. 

GEN. 

DEPT. 

DEPT. 

TION 

ROOM 

TYPING 

DEPT. 

DEPT. 

EXP. 

Paper  No. 

1.21 

31 

12 

9 

3 

12 

2 

10 

2.23.07 

25.91 

15.34 

6.5 

3.23 

9.76 

4.01 

12.18 

3  35.1 

15.75 

19.13 

4.46 

1.49 

7 

3.85 

13.22 

4.  19.9 

13.4 

26.3 

5.6 

4 

11.1 

4.3 

15.4 

5.35.9 

14.24 

19.7 

3.8 

3.42 

9.34 

6.3 

7.3 

6.  28.56 

15.06 

19.37 

9.02 

3.18 

5.24 

10.93 

8.64 

7.  24.3 

19.4 

23.5 

10.9 

4.1 

8.3 

5.4 

4 

8.24.2 

25.6 

17.1 

5.7 

3.4 

9.6 

5.3 

9.2 

9  30.4 

24.9 

18.3 

5.8 

2.4 

9 

4 

5.2 

10.  26.2 

31.2 

22.8 

4 

2.1 

2.2 

6.4 

5.1 

11.26.7 

17.7 

22.7 

6.5 

2.6 

7 

1.8 

14.6 

12.20.6 

14.2 

12.3 

3.7 

3.9 

5.9 

1.6 

10.9 

13.23.9 

23.9 

19.5 

6.5 

2.6 

12.6 

6.8 

4.2 

EDITORIAL,  including  telegraph,  press  associations,  correspondence, 
art  department,  supplies  and  expenses. 

CIRCULATION,  including  delivery,  newspaper  postage,  expenses,  pro- 
motion, and  all  expenses. 

COMPOSITION,  including  labor,  material  and  supplies. 

PRESS  ROOM,  including  ink,  supplies,  except  print  paper. 

STEREOTYPING,  including  labor  and  supplies. 

ADVERTISING  DEPT.,  including  expenses,  foreign  representation,  trade 
paper  advertising,  promotion  and  expense. 

BUSINESS  DEPT.,  cashier,  bookkeeping,  stationery,  postage    etc. 

GENERAL  EXPENSE,  including  light,  beat,  power,  insurance,  supplies, 
etc.,  but  EXCLUDING  rent  and  interest  on  bonds  or  indebtedness  of  any 
kind. 

Before  getting  access  to  these  figures,  however,  I  had  al- 
ways had  the  feeling  that  our  circulation  expenses  were  out  of 
proportion  to  those  in  other  offices.  The  returns  from  other 
newspapers  disproved  this  theory,  but  enabled  us  after  queries 
materially  to  reduce  expenses  in  other  departments. 

In  the  case  of  newspaper  No.  3,  the  chief  executive  salaries 
are  charged  on  Editorial  payroll.  Nob.  3,  4,  5,  6  and  12 
represent  newspapers  which  at  the  time  the  figures  were  com- 
piled used  local  street  cars  for  delivery,  either  at  no  expense 
or  at  nominal  cost. 

25 


^ 


Mane  of  Paper 


City 


COST  PERCENTAGES 

On  the  theory  of  gross  expense  for  the  last  full  ye6r  for  which  you 
now  have  figures.     These  figures  represent  the  percentage 
of  total  for  each  department. 

EDITORIAL,  including  telegraph,  press  associations,   art  department, 

supplies  said  expenses .»»•»% 

CITICULATION,         including  newspaper  postage,   expenses,  pronotion, 

and  all  expenees * • % 

COMPOSITION,         including  labor,  material  and  supplies .^ 

PRESS  ROOM,  including  ink ,  suppliee ,  etc % 

STEREOryPING ,       including  labor  and  supplies % 

APVBITISINQ  DEPARTMENT,   including  expenses,   foreign  representation, 

trade  paper  advertising,  promotion  and  expense /^ 

BUSINESS  DEPARTlfflNT,  cashier,  bookkeeping,  stationery,  postage,   etc.-. % 

GENERAL  EXPENSE,   including  light,  heat,  power,  insurance,  supplies, 

etc.,  but  EXCLUDING  rent  and  interest  on  bonds  or 
indebtedness  of  any  kind % 


X>ated_ 


(Signed), 


Print  paper  sho-uld  not  "be  included 

FIGURE  5  A. 
26 


Loose-Leaf  Booklet  Record  of  Expenses. 

Some  twelve  years  ago  I,  by  accident  rather  than  fore- 
sight, commenced  to  transfer  the  total  figures  shown  on  the 
monthly  summary  from  the  voucher  record  to  a  small  loose- 
leaf  book  convenient  to  carry  in  the  pocket  for  use  at  home. 

At  the  beginning  my  use  of  the  figures  was  looked  upon 
as  a  joke  by  my  then  office  associates.  For  the  first  year 
the  figures  meant  nothing.  At  the  end  of  two  years  they 
meant  little,  but  at  the  end  of  five  years  my  "little  black 
book,"  as  it  was  called,  was  a  veritable  office  encyclopaedia 
regarding  estimates  for  the  future  based  on  past  experience. 

As  time  went  on,  of  course,  I  kept  adding  refinements  to 
the  presentation  and  use  of  the  figures,  until  to-day,  by  ref- 
erence to  this  little  book,  I  can  answer  any  reasonable  ques- 
tion regarding  any  detail  of  the  business  for  a  period  of  twelve 
years. 

I  cannot  too  strongly  urge  upon  all  readers  who  are  seri- 
ously engaged  in  the  newspaper  business  to  start  such  a  book 
at  once  and  to  dip  into  past  records  whenever  possible  in  order 
to  provide  experience  tables  for  immediate  present  day  guid- 
ance. 

As  a  matter  of  fact,  the  book  that  is  now  my  constant 
companion  almost  wherever  I  may  be  is  a  supplement  or  sum- 
mary of  the  original  little  black  book,  which  merely  covered 
expenses  in  detail,  and  which  to-day  forms  an  entirely  inde- 
pendent book  for  detailed  analysis  of  expense  whenever  es- 
sential. 

We  will  first  consider  the  original  book  and  show  it  in 
its  various  developments,  and  then  step  forward  to  the  sum- 
mary book,  which  has  been  adopted  by  many  important  news- 
paper publishers,  to  whom  I  have  shown  it,  as  a  standard. 

As  a  starting  point  a  separate  page  is  opened  for  every 
item  of  expense  shown  in  the  distribution  on  the  back  of  the 
vouchers,  each  department  being  headed  by  a  supplementary 
page  giving  the  total  expense  of  the  department. 

Starting  with  "Editorial  Totals"  (figure  6),  our  sheet 
ranges  from  January  to  December  each  year,  showing  total 
each  month.  The  second  page  shows  (figure  7)  "Editorial, 
Space  Reporting,  and  Special  Articles,"  the  second  item  of 
distribution  on  the  voucher,  in  the  same  way,  and  so  on 
through  all  the  other  items  of  distribution. 

With  this  simple  system  installed  we  have  a  handy  little 
book,  convenient  for  carrying  in  the  pocket,  which  will  enable 
us  to  know  exactly  what  any  item  is  costing  us  in  compara- 
tive form. 

The  figures  thus  produced  form  a  large  part  in  the  sub* 
sequent  calculations  I  am  going  to  describe. 

27 


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EDITORIAL  TOTALS.  A  SIMILAR  SHEET  TO  COVER    TOTALS   OF    EVERY   MAIN   CLASSIFICATION   OF 
EXPENSE  SUCH  AS  "CIRCULATION,"  "ADVERTISING,"    "BUSINESS,"    ETC.,    ETC.     THIS    PAGE    IS 

ACTUAL  SIZE  OF  PAGE  USED. 


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A  SHEET  LIKE  THIS  TO  COVER  EVERY  ITEM  OF  DISTRIBUTION    ON    BACK   OF   VOUCHER    FORM,   FIGS. 
1  AND  2.    AFTER  DEPARTMENT  TOTALS  AS  SHOWN  IN  FIGURE  6, 

28 


Second  "Little  Black  Book"  That  Will  Answer 
Any  Reasonable  Question. 

Now  to  step  forward  to  the  rtdl  book  of  vital  information 
which  answers  all  questions  almost  automatically  or  provides 
data  for  the  solving  of  any  problem  of  to-day  or  for  reaching 
an  estimate  for  the  future. 

Take  a  book  of  the  same  size  as  the  one  above  described. 

Our  opening  compilation  (figure  8)  will  show  actual 
daily  sales  day  by  day  for  a  period  of  yearrs.  Twelve  pages  will 
suffice  to  cover  four  or  five  years.  There  is  no  necessity  for 
summaries  here,  as  that  matter  is  cared  for  later  on. 

Our  second  series  of  pages  (figure  9)  will  show  net  adver- 
tising earnings  day  by  day  with  weekly  and  monthly  totals. 
Again  only  twelve  pages  are  required. 

Our  third  series  of  pages  (figure  10)  covers  all  the  essen- 
tial facts  regarding  circulation  operations.  Our  gross  print 
for  the  month,  our  average  net  sale,  our  circulation  depart- 
ment expense,  our  circulation  income,  and  our  white  paper 
bill. 

Unlike  the  previous  series  in  the  book  the  totals  of  the 
main  items  should  be  summarized  quarterly  (figure  11),  semi- 
annually (figure  12),  and  annually  (figure  13). 

Our  fourth  series  of  pages  (figure  14)  covers  all  high 
spot  information  regarding  advertising  department  operations 
and  results.  Here  we  find  total  volume  of  advertising  in  lines 
or  inches,  as  you  may  desire,  total  volume,  total  local,  total 
foreign,  total  net  income,  and  total  expense. 

Again  quarterly  (figure  15),  semi-annual  (figure  16),  and 
yearly  summaries  are  necessary.  At  a  glance  you  can  ascertain 
whether  increased  business  is  costing  too  much,  how  earnings 
compare  with  previous  years,  and  such  vital  and  important  data. 

Our  fifth  series  of  pages  (figures  17  and  18)  reflects  a 
summary  of  the  totals  of  departmental  expenses  brought  for- 
ward from  the  other  book.  Thirty-eight  pages  will  give  all  the 
figures  in  detail,  by  quarters,  half  years,  and  years,  as  shown 
in  figure  19.  It  is  unnecessary  to  provide  for  circulation  and 
advertising  department  totals  which  are  covered  in  previous 
pages. 


29 


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SHOWING  NET  PAID  CIRCULATION  DAY  BY  DAY  FOR  AN  EVENING  NEWSPAPER.  WHERE  A  SUNDATJ 
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SUMMARIES  COVERING  THOSE  PERIODS. 

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34 


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SHOWING  FORM  OF  QUARTERLY,  SEMI-ANNUAL     AND    YEARLY     SUMMARY     OF     DEPARTMENTAL 
EXPENSE  TO  FOLLOW  FIGS.  17  AND  18. 

35 


Proportion  of  Reading  and  Advertising  Matter. 

Until  very  lately  our  newspapers  have  been  conducted 
probably  more  loosely  regarding  extravagance  in  the  waste 
of  print  paper  than  most  of  us  have  realized  until  brought 
sharply  up  against  the  conditions  of  the  high  cost  of  print 
paper  in  1916  and  1917. 

Investigations  all  the  way  across  the  country  a  few  years 
ago  showed  that  many  publishers  were  operating  on  the  basis 
of  "fifty-fifty,"  by  which  was  meant  fifty  per  cent,  reading 
matter  and  fifty  per  cent,  advertising.  Others  "forty-sixty," 
some  "thirty-five-sixty-five." 

After  carefully  checking  up  best  newspaper  experience  in 
the  case  of  successful  properties,  I  figured  out  that  the  sane 
solution  of  the  problem  was  to  hit  upon  a  fixed  standard  of 
reading  matter  and  then  let  the  advertising  make  the  paper 
as  large  as  it  would. 

I  found  some  newspapers  in  medium  sized  cities  getting 
away  with  as  little  as  from  thirty-eight  to  forty  columns  of 
reading  matter,  with  most  successful  papers  in  larger  towns, 
constantly  growing  in  circulation,  giving  from  fifty  five  to 
sixty-five  columns  of  reading  matter. 

By  reading  matter  I  mean  everything  except  advertising. 

With  this  experience  in  mind  and  the  adoption  of  the  sixty- 
column  standard  we  saved  nearly  $50,000  in  paper  cost  on  The 
New  York  Globe  during  1915.  With  the  paper  famine  and 
higher  costs  of  1917  we  have  made  a  still  further  reduction  in 
reading  matter  with  a  variation  from  forty-five  to  fifty-five 
columns. 

The  results  of  this  economy  are  clearly  shown  by  the  fig- 
ures on  the  following  page : 

The  figures,  taken  at  random,  show  how  much  more  adver- 
tising we  have  been  able  to  get  into  less  pages.  For  example, 
in  the  first  week  illustrated  above,  we  printed  62  more  col- 
umns of  advertising  in  seven  less  pages  printed  for  the  week,  as 
compared  with  the  previous  year. 

Reading  matter  was  cut  down  118  columns,  which  meant 
about  20  columns  or  more  than  two  pages  of  reading  eliminated 
in  every  issue.  The  average  circulation  during  this  week  was 
174,000  in  1916,  while  it  was  over  200,000  in  1917. 

By  this  economy  we  had  very  materially  reduced  paper  con- 
sumption and  still  satisfied  the  reader. 


/ 


In  connection  with  this  detail  of  proved  economy  and 
efficiency,  I  present  in  figure  20  a  table  showing  the  applica- 
tion of  what  I  have  termed  the  sixty-column  standard  to  seven 
and  eight  column  newspapers. 

In  order  to  apply  the  same  principle  where  you  desire 
to  limit  reading  matter  to,  say,  forty-five  columns,  make  up  a 


Week  Ended 

Week  Ended 

Week  Ended 

No.  Cols.  Adv.  . . . 
No.  Cols.  Reading . 
No.  Pages   

Feb.  11,  1915 
274 
429 
88 

Feb.  10,  1916 
296 
479 
97 

Feb.  8,  1917 
358 
361 
90 

Week  Ended 
Feb.  4,  1915 

Week  Ended 
Feb.  3, 1916 

Week  Ended 
Feb.  1,  1917 

No.  Cols.  Adv 

No.  Cols.  Reading  . 
No.  Pages 

238 

465 
88 

289 

447 

92 

297 

343 

80 

Week  Ended 
Jan.  21,  1915 

Week  Ended 
Jan.  20,  1916 

Week  Ended 
Jan.  18,  1917 

No.  Cols.  Adv 

No.  Cols.  Reading  . 
No.  Pages 

282 
518 
100 

342 
474 
102 

344 

328 

84 

Week  Ended 
Nov.  19,  1914 

Week  Ended 
Nov.  18,  1915 

Week  Ended 
Nov.  16,  1916 

No.  Cols.  Adv 

No.  Cols.  Reading  . 
No.  Pages 

299 
516 
102 

393 
407 
100 

395 

341 

92 

Week  Ended 
Oct.  29,  1914 

Week  Ended 
Oct.  28,  1915 

Week  Ended 
Oct.  26,  1916 

No.  Cols.  Adv 

No.  Cols.  Reading  . 
No.  Pages 

327 

457 
98 

385 
421 
102 

387 
333 

90 

sheet  like  the  sample,  putting  the  figure  forty-five  down  the  col- 
umn where  fifty-six  or  sixty  is  shown,  and  make  up  the  other 
columns  by  adding  the  remaining  number  of  columns  left  in  the 
different  size  newspapers. 

Broad  experience  seems  to  indicate  that  intelligent  con- 
densation does  not  injure  circulation,  while  there  are  many 
well  authenticated  proofs  of  unsuccess  in  circulation  effort 
where  tremendous  bulk  of  reading  matter  was  offered  the 
public. 


36 


f* 


37 


COLUMNS  or  READING  AS  RBOUUTING  SIZE  OF  THE  PAPER  — 


7-Column 

MewsDaper 

Paeas 

Columns 

T9tal 

10 

70 

12 

84 

14 

98 

16 

112 

18 

126 

20 

140 

22 

.154 

24 

168 

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Our  experience  with  The  Globe,  growing  steadily  in 
circulation,  despite  radical  reduction  of  quantity  of  reading 
matter,  indicates  a  field  for  great  economy  by  newspapers  at 
present  profligate  in  their  use  of  print  paper. 

Condensation  places  a  higher  premium  on  editorial  ability 
which  spells  increased  efficiency  and  service  to  the  reader. 
To  cut  an  item  which  ordinarily  would  occupy  say  ten  inches 
so  as  to  present  the  essential  information  in  say  two  inches  of 
space  is  to  save  just  80  per  cent,  of  paper  waste,  and  make 
more  room  for  additional  abbreviated  news  in  your  more  con- 
densed newspaper. 

As  shown  in  figure  10  this  treatment  enabled  the  New 
York  Globe  to  care  for  191,312  circulation  in  December, 
1916,  as  compared  with  165,050  circulation  in  December,  1915, 
with  a  saving  of  $8,000  in  print  paper  consumption. 

Mr.  W.  L.  McLean,  publisher  of  the  Philadelphia  Bulletin, 
has  devoted  much  time  and  attention  to  the  elimination  of  all 
unnecessary  words  in  matter  printed  in  his  newspaper.  He 
regularly  reads  over  the  most  trivial  reports,  marks  them  to 
show  waste  of  words,  and  then  calls  in  the  editor  or  reporter 
to  show  him  how  to  avoid  similar  waste  in  the  future. 

When  on  the  subject  let  me  call  attention  to  the  desirabil- 
ity of  having  the  editors  cut  their  matter  in  manuscript  and 
not  after  it  has  reached  the  proof  form.  A  considerable  item 
of  waste  often  creeps  in  through  carelessness  in  this  detail. 


►•The  theory  ie  to  figure  the  cost  of  adding  extra  pages  and  to  cover 
such  extra  cost  by  adding  two  to   four  columns  of  additional  adver- 
tising before  going  up.     For  instance,  if  it  costs  |50.00  to  add 
the  two  pages  and  your  column  rats  is  ♦25.00,  don't  go   up  'ontil 
you  have  two  full  columns  over  the  normal  standard. 

FIGURE  20. 


38 


The  **Dead  Line"  Theory  of  Expense. 

One  of  the  chief  troubles  in  the  newspaper  office  operated 
without  direct  cost  system  is  the  ever  present  inclination  of 
expenses  to  pile  up  to  high  records  on  every  bulge  in  business. 
On  a  boom  in  advertising  for  a  brief  season  every  department 
breaks  loose  and  takes  on  extra  expense,  very  often  without 
any  one  noticing  it  or  nipping  the  waste  in  the  bud. 

This  was  brought  forcefully  to  my  notice  in  going  over 
some  figures  of  expense  and  income  a  few  years  ago.  I  had 
set  down  on  a  sheet  of  paper  some  figures  illustrating  compara- 
tive growth  in  mcome  and  expense  for  six  months  of  three  years : 


Expense 

Income 

Expense 

Income 

Expense  Income 

1914 

1915 

1916 

July 

.     5+ 

4+ 

4+ 

3+ 

3—           4+ 

August . . . 

.     6+ 

8+ 

5+ 

6+ 

2—           5+ 

September 

.     9+ 

10+ 

8+ 

9+ 

4—           6+ 

October  .. 

.  12+ 

15+ 

9+ 

10+ 

5—          12+ 

November 

.   13+ 

14 

10+ 

11+ 

2—          11+ 

December 

10+ 

10 

2+ 

5  - 

1—          10+ 

Of  course  the  figures  are  purely  fictitious,  but  they  dem- 
onstrate the  point  I  want  to  make.  Notice  how  in  the  first 
two  years  every  increase  in  income  is  almost  blanked  by  in- 
creases in  expenses.  Then  notice  how  by  the  application  of  the 
system  I  am  going  to  describe  expenses  were  held  down  or 
reduced  in  the  last  year  regardless  of  increases  in  income. 

I   reasoned  the  problem  out  in  this  way: 

1.  Certain  expenses  not  affected  by  increased  vol- 
ume of  business  should  be  placed  below  an  imaginary 
dead  line  and  not  permitted  to  move  upward  without  com- 
plete understanding  and  authorization. 

2.  Those  departments  directly  affected  by  increased 
volume  must,  of  necessity,  swell  and  recede  as  business 
does,  and  must  be  controlled  by  some  rule  in  each  for  keep- 
ing absolute  check  of  costs  by  units  adapted  to  each. 

3.  All  items  of  promotional  or  experimental  nature 
in  any  department  must  be  kept  track  of  in  a  lobe  extend- 
ing down  below  a  line  drawn  across  the  sheet  at  bottom 
of  the  first  group. 

Acting  on  this  theory  I  prepared  the  table  shown  above, 
which  has  been  most  effective  in  the  cases  of  many  newspapers 
to  which  I  have  furnished  copies  of  it. 

40 


^ 


Dead   Line   g  x  p  e  n  9  e 


(For  the  purpose  of  preventing  inordinate  expansion 
of  expenses  during  a  particularly  prosperous  season) 


Items  which  MUST  go  up  T& 
Cere  for  Increased  Business 


Composition 
Vhite  Paper 
Press  Room 
I}elivery 


-  TO  care  for  additional  business   -  Keep  track  coat 

per  column 


-  To  care  for  enlarged  paper 

-  To  care  for  longer  press  runs 


-  Maintain  fiied  stan^ 

dard  reading  matter 

-  Watch  output  per 

press  hour 


-  To  handle  extra  number  or  size  of   Keep  track  coet 

paper  -    per  thousand 


Advertising  Dept.  -  To  care  for  extra  cuts  and 

illustrations 


# 


DEAD  LINE 


Items  which  SHOULD  NOT 
^  Allowed  to  Increase 


Editorial 

Advertising  Payroll 

Business  Dept* 

Rent 

Ught 

Power 


BA^E  LINE 


%4  f  ^ 


Items  to  be  Controlled) 

in  Promotion  Accounts  )-  Vifhich  can  be  cut  off  at  any  time  without  distrubin|j 
for  Teiqporary  Purposes)  equilibrium  of  working  force  or  routine  running 

expenses* 

Circulation  contests 
Circulation  canvasses 
Any  special  editorial  stunt 
Any  special  advertising  effort 
Any  ten?)orary  expense 

FIGUBE    21— SHOWING  VISUALIZATION  OF  EXPENSE  TO  AVOID  BULGES  ALL  ALONG  THE  LINE 

CREATED  BY  PERIODS  OF  TEMPORARY  PROSPERITY. 

"41  . 


DAMAGED  PAGE(S) 


I  like  to  see  the  proposition  as  shown  in  figure  No.  21. 
With  a  picture  of  this  sort  in  mind  it  is  very  easy  to  operate 
a  growing  newspaper. 

If  you  keep  all  the  promotional,  experimental  and  excep- 
tional expenses  below  the  base  line,  and  admit  nothing  to  the 
central  group  that  is  not  an  absolute  must,  and  nothing 
above  the  dead  line  except  as  justified  to  care  for  additional 
business,  more  than  half  the  usual  troubles  in  a  newspaper  will 
be  done  away  with. 

Regulated  in  this  way  when  a  condition  like  the  print  paper 
panic  of  1916  and  1917  hits  you,  you  can  cut  off  almost  all  the 
expense  of  promotional  or  experimental  nature  below  the  base 
line  without  disturbing  your  regular  operations  in  the  least. 

If  your  whole  force  is  brought  to  a  realization  of  where 
it  stands  in  reference  to  tenure — those  in  the  regular  groups, 
knowing  that  they  are  fixtures  so  long  as  they  are  effective, 
and  those  below  the  base  line  only  engaged  while  the  special  pro- 
motional work  is  on — these  latter  can  be  dropped  without  any 
more  gossip  than  that  the  paper  temporarily  is  going  to  drop 
promotional  work. 

In  many  newspaper  offices  the  dropping  of  any  group  of 
men  is  hailed  with  rumors  that  the  paper  is  in  a  bad  way.  This 
happens  when  temporary  positions  grow  into  regular  depart- 
ments and  any    cut  must  affect  all  departments. 

Profit  or  Loss. 

Far  too  many  of  our  newspapers  are  conducted  without 
such  figures  as  I  have  briefly  outlined  here.  Their  managers 
do  not  know  where  they  are  at  from  day  to  day,  from  month  to 
month,  or  from  year  to  year,  except  as  they  may  or  may  not  have 
a  balance  in  the  bank. 

If  every  month  they  could  clearly  show  whether  they 
had  been  operating  in  "black  ink"  (profit)  and  not  in  "red 
ink"  (loss)  they  would  be  able  to  sleep  better  at  night. 

By  further  refinements  of  these  figures,  which  I  shall 
not  attempt  to  include  in  this  brief  outline,  these  figures  in 
the  form  of  daily  statements  can  show  profit  or  loss  day  by 
day. 

Such  information  is  essential  in  the  case  of  our  larger 
newspapers  and  where  we  have  a  large  enough  clerical  force 
to  produce  any  figures  we  may  desire. 

It  is  easy  enough  where  we  have  a  set  of  figures  covering 
records  for  two  or  three  years  to  estimate  the  day  by  day  ex- 

4S 


-ANOTHER  SUGGESTED  FORM  OF  MONTHLY 

43 


>   ♦ 


pense  of  all  regular  items  and  monthly  bills  by  reaching 
averages.  The  print  paper  bill  should  be  charged  day  by  day  as 
the  paper  is  actually  consumed. 

In  The  Globe  office  we  have  reduced  this  process  to  such  a 
fine  point  that  we  usually  find  ourselves  charged  with  only  a 
very  few  dollars  more  expense  in  the  estimates  than  we  have  ac- 
tually spent.    Of  course  this  goes  into  profits. 

The  sheets  for  keeping  track  of  this  from  month  to 
month,  quarter  by  quarter,  etc.,  are  shown  in  figure  22.  By  all 
means  carry  this  set  forward. 

Cost  vs.   Rate. 

Having  gone  through  the  process  of  building  up  figures 
that  will  enable  us  to  know  exactly  what  we  are  doing,  the  next 
question  we  should  settle  is  "How  to  use  them"  as  a  life 
preserver  in  critical  and  radical  periods  such  as  the  present 
print  paper  catastrophe. 

Referring  back  to  "Simple  Method  of  Costing,"  page  12, 
I  would  recommend  the  preparation  of  a  sheet  like  figure  23. 

Every  month  a  single  figure  represents  the  cost  of  a  line 
of  advertising  at  the  top  of  the  page,  while  the  figure  at  the 
bottom  represents  the  advertising  earnings  per  line. 

Until  you  have  had  the  use  of  such  a  table  you  cannot  ap- 
preciate what  a  really  w^onderful  confidence  it  can  give  you  in 
going  out  into  the  world  to  do  business. 

If  you  are  brought  face  to  face  with  a  big  item  of  added 
expense,  don't  fly  off  the  handle  and  say  it  can't  be  done.  Sit 
down  at  your  desk  and  figure  it  out. 

First  see  what  economies  and  added  efficiencies  will  do, 
and  then  see  how  much  you  must  pass  to  the  advertiser.  Even 
a  quite  heavy  item  can  be  spread  equitably  over  many  shoulders 
if  you  only  know  how  to  do  it. 

Avoid  glittering  generalities  and  be  prepared  to  talk  in- 
telligently increased  "costs"  when  you  want  to  borrow  money 
from  the  bank  or  to  increase  your  advertising  rates. 

Business  men  nowadays  realize  that  in  order  to  live  they 
must  let  live. 

If  they  want  your  newspaper  as  part  of  tlieir  business 
promotional  equipment  they  will  meet  slightly  increased  rates 
in  an  emergency. 

With  the  data  you  have  in  hand  you  can  prove  your  case,  but 
what  is  better  still  you  yourself  know  what  average  rate  you 
"must"  get  in  order  to  live. 

44 


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FIGURE   22-TWELVE  PAGES   TO   COVER  THE  TWELVE  MONTHS;  FOUR  TO  COVER  QUARTERLY  SUM- 
M4RIES,  TWO  FOR  THE  FIRST  AND  SECOND  SIX  MONTHS.  AND  ONE  FOR  THE  YEARLY  SUMMARY 
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FIGURE  23— SHOWING  "COST"  PER  LINE  AND  «  RATE"  EARNED  PER  LINE,  MONTH  BY  MONTH. 

46 


Warning  Regarding  Too  Radical  Increase  in 

Advertising  Rates. 

As  shown  elsewhere  in  this  statement  by  demonstra- 
tion it  is  much  more  satisfactory  and  effective  to  raise  advertis- 
ing rates  by  gradual  small  advances  than  to  attempt  arbi- 
trarily to  demand  a  big  jump  all  at  once. 

No  matter  how  sudden  the  advance  in  print  paper  prices 
don't  try  to  get  it  all  back  from  the  advertiser. 

The  reader  should  be  made  to  carry  his  share  of  the  added 
expense  by  increasing  the  retail  price  of  your  paper  to  two 
cents  per  copy,  by  the  reduction  of  the  amount  of  reading 
matter  furnished  for  one  cent,  or  by  economies  of  production. 

By  the  same  process  you  can  justifiably  ask  your  adver- 
tisers to  carry  their  share  of  the  load,  whatever  it  may  be, 
without  having  made  it  seem  an  impossibility  to  them. 

Several  of  my  newspaper  friends  have  very  foohshly  raised 
rates  25  or  50  per  cent.,  only  to  lose  much  business  that  would 
have  continued  on  an  advance  of  say  10  per  cent,  to-day,  and 
10  per  cent,  in  two  or  three  months. 

Our  advertisers  cannot  assimilate  too  heavy  a  lump  any 
more  that  we  can.  We  must  give  them  reasonable  notice  and 
time  to  work  out  their  problems. 

In  the  case  of  newspapers  selling  space  on  yearly  contracts 
the  increase  in  advertising  rates  is  often  a  long  drawn  out 
process.  All  advertisers  are  generally  given  notice  that  they 
may  continue  on  the  present  basis  by  making  a  contract  for  a 
full  year  before  a  certain  date. 

This  means  virtually  a  year  of  old  rates  under  most  circum- 
stances, with  only  new  advertisers  or  transients  at  the  new  rate. 

War  conditions  justify  war  measures.  Quite  a  number  of 
small  city  publishers  have  explained  to  me  that  they  could  not 
live  through  the  year  unless  they  could  produce  immediate  addi- 
tional revenue  from  their  advertisers. 

I  have  recommended  to  them  the  successful  experience  of  a 
small  southern  publisher,  who  merely  made  an  announcement 
like  this : 


NOTICE   TO   ADVERTISERS. 

Until  further  notice,  on  account  of  war  conditions  and 

higher  cost  of  print  paper  and  supplies,  the  will 

make  no  advertising  contracts  for  a  full  year,  as  in  the  past. 

Advertising  rates  will  be  made  known  from  month  to 
month,  and  only  hold  for  the  month  announced. 

As  soon  as  any  existing  contract  expires  the  advertiser 
will  be  quoted  the  monthly  rate  that  he  will  be  entitled  to 
on  the  basis  of  discount  the  volume  of  his  business  entitles 
him. 


46 


This  virtually  produces  added  revenue  over  night.  It  pro- 
vides for  raising  or  reducing  rates  as  circumstances  demand. 
You  do  not  have  to  ask  your  advertisers  to  tie  themselves  up  at 
a  high  emergency  rate  for  a  full  year. 

As  contracts  are  expiring  from  week  to  week  throughout 
the  year  it  would  not  take  long  to  commence  to  feel  the  benefits 
from  such  a  process  for  meeting  an  emergency. 

Of  course,  in  the  case  of  newspapers  operating  under  a  flat 
rate,  without  contracts,  it  is  an  easy  matter  gradually  to  trans- 
fer part  of  the  burden  of  increased  costs  to  them. 

Economies  in  Use  of  Leads  and  Slugs. 

A  very  important  item  of  economy  was  suggested  to  me  by 
Robin  Damon,  publisher  of  the  Salem  (Mass.)  News.  This  is 
measurably  reflected  in  figures  24,  24A,  24B,  and  24C,  showing 
"before  and  after"  treatment  of  two  pages  of  The  Globe. 

By  the  omission  of  useless  leads  and  slugs,  by  the  use  of 
single  two-point  cut-off  rules  throughout  and  by  the  elimina- 
tion of  all  cut-off  rules  between  ads  with  a  border  we  have 
been  able  to  get  almost  as  much  "real"  reading  matter  into  a 
fourteen  page  paper  as  we  used  to  get  into  a  sixteen  page 
paper. 

When  we  are  after  every  fraction  of  a  cent  of  waste  hun- 
dreds of  little  items  like  this  make  a  mighty  big  total  on  the 
monthly  or  annual  report. 

We  have  not  taken  full  advantage  of  Mr.  Damon's  sugges- 
tions, but  are  daily  trying  to  apply  the  principles  he  brought 
to  our  notice. 

A  study  of  his  newspaper  and  the  wonderful  economies 
and  efficiencies  it  represents  to  the  smaller  newspaper  pub- 
lisher is  strongly  recommended  to  those  so  inclined. 


47 


♦  >i 


DAMAGED  PAGE(S) 


r^Eiiition 

SPECIAL  £XTRA 


(|$l0lX;:^       Wgiit  edition 


SPECIAL  EXTRA 


.12SD    TEAR. 


NEW    'tORK,    TUESDAY.    OCTOBKR    12.     1915. 


FakToJ^Mi 


ONE    CEWt     I 


LONG  AWAITED  BULGARIAN 
ASSAULT  ON  SERBS  BEGUN 

BinTER  MEN  ADMIT  ?™  JfnSiT'BOSTON  BELIEVES    |™Sf^!lNVADERS  REPULSED, 

™^™      "-'  ™""'*  REPORT  IN  LONDON 


EVILS  OF  INDUSTRY 


Facts  in  McCann  Exposure  as  Con-    ^^^  i„j«tion. 
fessed   in    Official    Meeting    Now; 


Comktiofl  •(  tgad  Gtwie  F. 
Stacfcpole  Rcportad  S«lit- 
atat-  li 


secONO   APfLIUTION 

Confronted  by  Resolutions  Adopted      punheo  fob  to-night 


by  Butter  Makers  Themselves. 


Bp  AlACD  w    H.CAWI. 

IIm  botter  makrre  and  their  offiml  educaton  are 
!  to  blame  for  the  mess  in  which  they  now  find 
tfceaiaeh'es  The  t'niversity  of  Minnesota  has  tried  to 
Mp  tiwm,  htit  in  vain.  The  Vnivenity  of  Wisconsin  has 
deliberately  spilled  them  into  the  ditch  occupied  by  Ihow 
•rbo  won't  be  good  until  they  have  to. 


Ultra-rnlet  Nats  Not  t*  ■• 
Uxd  Tet-Stile  Official  It- 
sues  Warmng  Concerning 
Dread  Dissasa. 


SERIES  IS  OVER 


Rustians    Hive   tkeady   Cip- 

lured  More  Than  2.000  Men 

.  and   Sixty   Oltlaen   on   the 

Beating  of  Alexander  Gives  Great  |   stHpa  hw.  says  Pcirograd. 
Joy  to  Fans--Pat-  Moran.  How-|^^^^^  ^^^^ 
ever,  Says  Phillies  Will  Win  With  pushed  vigorously 

Other  Pitchers. 


Br  FK£0  VAN  NESS. 

BOSTON,  Oct.  li— They  are  celebrating  what  you 

mi(ht  can  a  double  holiday  in  Boston  to-day.  Officially 

Ithiiiis  the  day  set  aside  in  honor  of  Chris  Columbus,  the 

T"^  '  '^/TvHr  '"*  ^TlilT^i'''*'""'"^ "'  *"  '*"•  ''"■''o'y  adjacent  to  Boston.  And 
H«K>i»i  >«r  also  it  is  Che  day  on  which  any  Boston  fan  will  tell  you 
T"..!!!!^ !  that  the  current  world's  series  between  the  Red  Sox  and 
.^  In  ftn  •(■  the  Phillies  is  all  over  except  to  pUy  out  the  Kbeduie. 


v>««  *••«  »-•*  n^*  <*■•«•"«•  "f 

Mv    r»rt    Iha*    t>i>»ni»l«iH    ••   WivvM 

-<«•>>■•«>   It»Mr  kallsr  j 

a     TRvf   »>••■   >u>lr   <ka«*ii   tSM   ((M«r  j 


f?™^™^S^^-H'—         DESTROY 
GETS  SIX  YEARS -:r:.-.^"r"^r.  sumuGESia6^€=£:M;C-.:i^ 


Encmmis  Drain  en  SuMly  o< 
Men  and  Financial  Strain 
Uptn  Muscovilc  Nation  Em- 
phasized in  London  Review. 


Roumanian  Premier  Declares  Coun- 
try Will  Fight  With  the  Allies— 
•Serbian  Official  Statement  Tells  of 
^.Violent  Battles  With  Teutons.' 


•r 


PARIS.  Oct  12  (11.40  A.  M.)  —Bulgarian  troor* 
invaded  Serbia  last  night. 

Premier   Bratiano^of  Rouoaania  lus   piven   th« 
Italian  government  to  understand  that  Roumanian  co- 
operation on  the  side  of  the  entente  may  be  considered 
>  [certain,  says  a  special  despatch  from  Rome.    The  Rou- 
manian government,  however,  will  choc^  it£  own  tun* 
'.4*«.>v-r«M4<<«.«»»««^rM.r|for  taking  the  fi*ld  against  the  Au&tro-Gemiaas. 

m>  iM  ••>  lU!.!  r.m    Twn—i U.MiON.  IVI    11  , til   A    «.-» 

u>uc>  !•  Mill  ■»•>»  •»■'  U„Mn    nmrai    xAinn     l<..ii.i«  re  <iK  Tif~«  Iran    >i»n« 

l4wW-nan*   Wcvn   ui 
IT**   vtrtarr   far    iiM    Hwnita    JllljTf      1  1%  1  Ij    ll\/llj       .ouk  oa  :iOTbu  at  Oaiibaciu*  »•«• 

sssioS,^:?^:'";,:::^;" ..  Ka ...,.„.,..»»,..  ».-ia, 

g<*»fw>    N(«M*U*   •r.Ti.-rf   a    for- 


IM^^ftlaC  orjh*  Truio 

1^4   n»(-ih  o(   IT»*   n,,t 


INEW  FRYE  NOTE  'rLv^ 
SENT  TO  BERLIN  H'~- "-'—'■"- 


■  I  MOT  W  IM   naOMi   feMW   Umm   tiM  la   »rlNS   i«Md 

g*«lit»T«niD«.»  and  Ruined.  irri^r'iJ'KS'trE.'**  5StJSti,-i,-.i. 

in   StrVett   of    MOr-  i  »>•*  ■   nwnr*  i*  •*»  •«•  ■•««  mm^^  UIMiMI       1«t>   ^irt««    lu»r    h    4 

jj ,  .».  ;  *r»i»*«  af  IM  DamHer    riiea<ii)Ht 

•MM  nL  I  I*  (b#  iMTtk.lf  IM  nrvi  af  T^r- 


IMted  Stales  Asks  Gernony  to 
Provide  Better  Guarantee  of 
Safety  Than  SmaR  Boats  II 
Ships  Are  Sunk. 


I  t*tTfra>t  from  Nis*i     d»  -  *^^ 


(••Pt  Mnf     of     ft0»iil.i>e*    a^KlIlM 
b>      l<«i«.>rsa     IbM    liv«'it    4^ 


•r     Ibr     OHM    OC 
WM  Ti.ik.>  ]       < 


Pfpiciiotf  b(    Ana-       nhad     fb^rlnf     frsfk     l»«tC*sAe     t« 
-      ■   luKMar..  HV^     V»      m*^     tit     VUfc, 

AMoebrr  linn  nwi*  otr^it  Irem  ■»••• 

la  haionxa   ai.i]   ■•  im  oMr  o<w  > 

>Tr>un    w  ««-i    oi*t  *•  i-h  ilw  4111*4  tr*«(4  n«tt 

rarrtiAT  «b>v'     k*tH«    U'Mhd    at    th«   OrMk    poft 

.uir-«    »>■>#•«•»«  »hI  rr**'     «««•«  b*  ii..'»: <>r««4  nwftb  (»  tfe*! 

k  MMr  VIM*  tlwa  aiMi^       «•  •'  '■*'  """.ar..  \ 

CKola>Sr>afi    n<ar   fcluA  Mtnt 

IW   Dviiair^  imaiij  ftrrtu   m  •» 

•    bratrh    Ium    r«llr«a4    runntn*. 

l»Mi    SiaH    w   7a>rtjr    «    f'M'UM' 

WM  Ml  ihr  !i*(iiun  fraai)M>k»4 
Keffi'Tin  i-rti  iK*  t>aaH»« 

k«ia>t>f>ali  »■  t*t.lif>.IK«  mHUm 

nartw^t  al  Niak    »iiKk  Kai  bM* 

■ma    ■fir* 

•    AT    baU 

It  la  •■  4 

<K   AkaiBati.  •  M*.   I 
M^h-lbirTad*    ruu.  ' 

^iii;';i«t  M  •;^*^~'^^j7^.JSj  r"r;.^"V"t^'T'J!VT«  »Ti*^ 

>«•••   af«  Ml  ra>MJ-t     ROWe.  *M  Pan*.  Oct   U— B«Mm« 
vithut  Iha  la  »tii>m>    ifi   iIm    ltan«a  «r   "  1 1  w 

Ti.  c.,,..  *»«  >aa » '•»—  s:rij*"JiL2:i:ri''"!?^ 

ap«n    «Ma    tiareia'sra    •!*■    iil»'»*ra '  ■*fWw        i^.«a»a«*»Be^       MkliP 


aa  *  apfdal 

OmnnMt  and  %**  L'i> 
piaaalr  tf^af^  f«»  tlM  .  _  . 
tartmc  lft»  if^wta  >^  !•*■■  af  •wb- 
tKla  a<  «ihrr  p.<n*  Mi  var  Umm 
«>•»•  •■»  •«(  iiw  ani*!^  of  laa  trv«ti 
iflmlv  pr*%%'4»%  t»r  iM*  dalit«rf 
«k»A4  •«  of  'IM  c*>T« 

~    ~    a*H)   ttirn   Maia*  l^a« 
.     _  "  •••  4aa>1i 

l>n».  t»ia  »™i*Hc»n  g-M*t«nM>ii  «r| 
(ba  lafantftrr   tMt   ir   »»i 
laitdM  >kai    ~ 

CtfnaaUT  Blr«i4*  twa  cWmi  ih*  ••- 
.-«  ihBi  Amvrt«««  tf«a*la  carry- 
■  ■<«  ca(idri>o<«»l  *■ 
ha  BMrM««  uMl^r 
t>«l  an*r41>i<  t«  i 
b(  r.Miiuiiv.  la  r>4aiuiiMi  tar  Bni' 
lak  «*cls>a>na  Mf  cwiiraMaMd.  pr*«. 
t^-«ii>  p«-mMn«  that  hiihan*  *ai 


Fighting  G)ntinues 
on  LaFolic  Heights 

•pAIUHaClrt  U(I»P  Mt-XttW. 
Inc  ca*iiM»ttf  Uat  nVht  nontM««i 
ih»  iMivMia  o(  La 
raaa.  a>«aff<iriac  t«  ika  annaaaaa 
■Mat  «»v«a  «ui  br  iba  rnacb  War 
Ona*  iMa  aftvnwan 
TM  uil  af  Um  « 


««ar«d  >ia<ari<t  »  tb«  a«rttb 
•M«  ■(  ■>«*—  abd  aa  ika 
Hatflkn  at  1^  VoNa  TIh  aaaabar 
W  prtaaaaa*  ia  a«i  ^-  -  - 
iba  iMal  af  Uft 
~  Urn 

•r   Iba   rroM   ta 
MaM    bawibar^ealKi.    m  .«M«» 

4>Blr«rt.    Mi    far   (PMjl  Bl^ 


laaafl  aahad  twt  Ctriawy  ba  tba  tnt 
<•  anaak  SarbM.  wMia  Iteraii  aa*  4w 
Oalu  diwl  M  IM«*  BMCarw  auit 


•tml  ^tranan  rariwmta  baia 
BM«.  aiad  l«ft  Ihvir  auarttra  a 
t«a  tli>ia>ait  aaiivnal  anibci& 


Serbian  Troops 
Take  Offensive 


PAIUI.    Ori.     II    Ot>    A-    U)-4 
Safktan  affictal  iiaiaaiaat  iMnnl  la* 
tei  at  Kiib.  csxnas  iBiraiiawa  «v 
tnc  ttw  MB  m  ita  Daaute  Irval.  •M"' 
lal«cra«fcr4     b*      Um     Hxaa     can* 


M>«  brivr^i  Mato<a  a«4  Iba 
Maraoa  Bli«t.  tkrowMff  Uta 
aoMii  barb  apoa  iha  htnh  a« 
lb*  i>uiuu  aiKl  ca»«unfis  !!■«* 
— — —  and  louf  sarkla*  run« 


<  Vnirhar  aM 

I  katar*  Oraa*  Vra^ 
«bar  and  arivaa  mi  ml  T*-ifi— ■  ^ 
a  aawMMr-aiMrk  ari««  kavtM  id 
ft  t-MMaraMa  m'I  •»«.  lS«^ 

Tka  «»«■>  aaniitMi«4*wi 
M  «Nr«  to  uha  ««  I 


FIGURE  24— THE  FRONT  PAGE  AS  IT  WAS  PRINTED  WHEN  PRINT  PAPER  WAS  NOT  AN  ITEM. 

48 


^Ight  Edraon 

SPECIAL  EXTRA 

(WITH  aCHOOL  NEWS) 


®h^ 


ANDQjxnn 


OL0CSS  (NUur  MCWSMMtn 


(!lldrfci0 


Edlthm 


Night 

SPECIAL  EXTRA 

(WITU  SCHOOL  NEWS) 


124TH   YEAR.     :sr.V.'i  t.^.  icio.«,m.-.>    Mu..  4T: 


ifc,  4a  NEW    YORK.   TUESDAY     JANLARY    30.    1'J17.      FAi 


ONE  CENT. 


BARUCH  SOLD  SHORT  ON  HIS  OWN 
JUDGMENT;  PROFIT  WAS  $476,168 


M'CANN  HNDS  TWO  MORE  iMJ!™  "i;CERMAN  RAIDER  HDNTED^„ 
LEAKS  IN  STATE  FINANCE  "•  <xmmm[    OFF  NEW  YORK  HARBOR 


dofnises  Some  Celebrated  Names  in  Scandals 
He  Intends  to  Air— Hundreds  o(  Thousands 
of  Taxpayers'  Money  Wasted. 


.Borough  President   Marks,  in;  

'    (Wdress.   Declarw   Scheme  I  Allied  Fleet  Headed  This  Way  on  Trafl  of  the 


ISf.fnKNiNO  HP  ON  PEACE  NOTE;  _ 
MUION  WOMEN:    HOILWEG  SPEECH  DID  IT 


General  Groener,  Cfiief  of  the 


WM  Make  for  Betlv  Health. 


i TELLS  OF  SUCCESS  OF  PLAN: 


Kaiser's  Rover— Mysterious  Vessel  Seeo  7W 
MOesOff  Sandy  Hook. 


,Kaiseri  Hofne  Army  Tells  of  g^^j^^  Regarded  This  as  Turning  Point  in  W«r 
Ran  to  Re^^reat  Force.      ^  ^^^^^  ^^  SeU- Archibald  White  Make« 
HAS 8ACKII1G8FWW OFFICE      s^me  New  Denials. 


■f  At,FitED  w.  urCA.w  }  Pushifig  Clock  Forward  in  Sum**        That  search  for  the  Germaa  commerc*  raiders  u  beinr 

^Thov  are  tvo  leaks  in  the  Department  of  Asncutture.;     lu^f^  ^e  Says,  )s  Itectted  in  made  close  tn  the  main  ocean  routes  to  New  Vbrk  is  evidenced 
tkrmigh  iVllich  a  milhon  dollars  of  the  taxpayers'  money  flow]     ^^  Unileit  Stales.  '^^  ^*'  '*'"*'*'"8  mesaage  scot  broadcast  by  the  British  Ad- 

•Mry  itor  yeats.-   These  leaks  are  indemnities  for  tuberculosis  j    ^^^  ^  ,      ,  ^  mtr«Uy : 

r  cattle  and  for  glAnders  amonx  horses.               ^              \    ttTou  •»•  »Mr  ika  hooi  Af^or'        "The  Bhti«h  squadron  will  be  in  the  N'e^  York  area  to-day." 
At  tJwir  best  they  are  siUy     At  their  worst  tMr  tfe'cnm>S-<ky   rou  nnot  hft>«  *rmr4   iim{ . •  Tb«  beii*r  ti»i  ^t  vkm  «>•  irf  ih' 

>  inc    CoAv^Ki*"    U    M    null    tbm.  j  ^|*  fHf      d  |    |  Al    R  I  ^"^^  '^  abipfHnc  la  ibc  U«M  4*«dliW 

Ihia  port.  BoklMk.  Flulaitclliha,  and 

c    N'orfolh    MniMM    aLslMia    ptckrd 
up    aipMacnWUi.b>4    to   «llw4   mttr- 

,     ---  -  .viuniT  I  ••>rw  «   b->i.d>    wv .ng     .1*    lb*     . 


Active  Wort  In  Ctiirge  ol  Worn-, 
en  Theraselvet  —  Dr.  I»jrief 


t^ 


Bver  since  the  ffovernms  dasso  of  this  unateurikhly  man.  [  tm  diKcsi.*  e 
•ffMl  state  b4!gu\  to  show  symiitoms  of  bltod^tassen  in  their  i  w<4  t->ui  m 
(enrrou»  disuibutnm  of  state  cash  the  swift'  currents  of  stale  ^^  *t!i^tf  «««•' 

magnanimity  liave  flowed  from  Altuny's  coffers  through  atac-ruiif  r«itf«Kin  thM*  r«i 

nalinR  areasof  incompetence  jmd  corruption,  finding  their  way'""  «•»*«'*«»»•• ''^■C"'*''*-       ; Crown  Prince's  Latest  Etforl  tn-ng 

at  lastinlo  thr  pocluIl«>U  of  privileged  persona.  I,  J*2^T.L"2i^"r' SH^i     "«*"    "'O™    •""''••    Wlf  ""'.".»■<.•••«•.  • 


,»-«-.ur.NEW  ATTAQ( 

NEAR  HILL  304! 


MADE  ESCAPE  IN  I  x 
SHIRT  AND  AUTO 


Ex-Convict   in   WtoM  Garment |.i 
Leaps  From  Hospital  Window 


in,    about    lo    hark.    l»    lb* 

brinC'BK    (IdnacriHl    Mran. 

m     iDoir    ownrra    13    ar   SM 

I    l'n«d    frem    Ne*   J<D>r/  mw   N«w 

^•■"H     M    tlut     I  bey     mqiM     b«    ■»• 

priuaod   by    oAlcul    cmoiu   at   tMt  k 

brcid    in    oMtr    to    «b(ain    Irom    iba 

fatallo^  rrrtiacalaa 


C«lhffVd  I'KOhM'  wltb  Itt»  avo«#* 
latcnitoA  (if  r"ln«'  w-ry  pn'Km  in. 
lh»  tniitd  Siatr*  aMrrttiinc  Isr  imHI>- 
Uit  All  Ibey  want  t«  Jo  M  le  bav* 
,■  a  mcoaur*  ariune  Iba 
1    oa«   Itour    <«rtMS    Um 


Heavy  Losses  to  Germans. 

PMUil.  Jan    »— Tb*  Orma'a*  Imi 


nu.lc  BfMtbcr  offetiaiv^  stote. 
■nrnt  In  lb«  r««lMI  tff  HlU  •«  n-irtb- 
west  of  Vartfun.  aiununc  a  TroMb 
irrnch  Tba  MiMk.  ■a>a  i»-<l»v'«  Wat 
'frir^tifi"'pivi*«H  Harka.  **•  ibUmTk*  anomtnoprae'i 
'■.■■rfn..tt  or  Iba  New  Y*»b  [ta*|i»lif  r«n  f"'  *f'*  ""' 
lltM    and    Ibn    aittxlrai    ll>« 


>  cWtaHtwafrl*  I 


1  tiulemnliy  at  IM  to  b«  apui  an*.  '■..Mtn  tor  iK*  moT-n-rni  i*  Am.rK*       -*  Crnoan  ral4  on  F>»Acb  trwickn 
_  .  ,  _  JOty    hrt»fvn    IIM   faksbC   oomar  and    i.-Jat,  raplnMw^  fi*  »un)OW  *rf  ilw   'wro.  ul  IUiJuinni.m  oat  •lt>«npl««. 

and  Enter*  Limousine  Car.     th«  tmvmg  i«irf.aanan*  frb«  »a*  ■u!»«'"-''«kM»  ••  roii^a  '■  ■  *-  '-^  -' 

Aarnarl  I*nr«.   in  ,.  -n.^t   »«h    P<*|rr.abl«  lo  puil  off  .«*  ,i,dU.  afl.r  m«M«ta  •«  I*.  Imi  »..^y  of 

•  aumbor  afAbaWB.  bad  >bv  I*  *A.ii.|     Tlia     Ucpartncn:     of     A«nmllm,    Apr.l    jind    turn    ll    lurk    again    aft^^' 
•4     \m     Aaay     cii>ra     tu»      burglar)   Uenirnrr    (a    Uw,    baa    acci-»t«4    im  !<">^->'CM  on  *>>»  last  SunOdy   of  Sc»- 
..CM  »»  !...»  t~-.   UK-  ..„.l>..r.  .»a  .1  IW  .«.,  ...11  ~»«.i"?„ri»rt,  .«.o. 
m»it    IfMvntK    IM      ^K;b■l»•    Bvrnw;">»  MTiiifcalaa  of   vv<rflnatl«n  «1ie'(Biiint1tis  triulia 
•■d    1lKum*Mtv    ttrwrt,    Wilbamabur*  --      -         i     ..   . 


*>»  prcHluea  iW 


r  ruM  only  not  tlr«n*nd  in  Iba  aiaia' 


Srw  Yorii  Ult  who.  by  tb«  Alba»r  x*'*^  MtVt  4»h«lr  fcpnf 

H.ai«.  ar*  n.^awn  o-.i  i«  b*  IICMa««  ,  ^^  ^^  ,^  a,.p«ftyiiii»  (, 

nia    alaiv    la  iull    vr    Mcft    mrll*    mrtMion  racii  <la».  ' 

■T)««>   ifw     ■     vr\«A-^. — '**f      Thct*   are    d«(cnc   of   lh»Bi''**"rT    hnlih  and   U' 

In  hta  iUc«t  aalrt  and, ( •■P"-i'nc   H»    K<h*    Yoh>    Oly.   •>"•'•'■,''*_  'i,'^»?"oar1 

w^rral    «.«■«.    wa*    «».l  "^""■nda  or  doMan  at  »t.ti*  mmry  1     Durvgrti  Pfvaidtni  I 


,  I  nff  H  .i 
1  Ian        T1i« 

I'uanrn 


aaittbC    lUbOIWiar    bjl"!'*  Ihe  « 


n'Ut*'  P 
bjhI 
puipaar  I 


Hjtiu  la  bu 


•  uii>li|rbl    vjiinr  t'' < 
j  I'  iMiic*.    Krylariil.  anil  jlnw*! 


r«  «r  slaii<lM«d  barapa  t  dr. 

-    ■  y  «•'  IN^  bar*  b«rn! 

l>rtt:,t«   ..M  ttir.ri.1  ratM.    bui   M  <,»!< 
a».i»l      Tlw  tMind  W-r«  of   New  totk  ' 
I  l^iir's  ^acatr  ■*.»  priatTbi^t^  'Can't    M*     uriHi  t    tm   tl-s   tana. 
*•«  rtiotdt.     VoMvrday  •  ba  ti^it.  t"'^"""*  •"»'•>■"•  ■'  bl^r-dn^ai  ai 
Mf   in-tba   hMbiKal.   af>4  B«wfi«^^,.^,    ,.,     *s,„-„','i«r*  VAIi'.f    B^,'l^|VUi'irii-viVri'W«tt'rer^ii"i»hiii 
(>r)v.trK*d  ott^ih^airra   who  bba»i  ,*'■"•  "^.    ""    oft...«H    »a    ha.- 
ball«VM4     Ihal     lh»f    arranKe-l    Ibt  J'"    IWUnml    »uH.    I«    bur    ur   rri-tUil '"WhifC    but   Wttiafuiory 

'  «>lh  Iba  ai.CMiilct.  wta.  I ''"'''    "•*"    '"'■    ■    ■<"«     •"•<•    tbrm  I"-"*»'"'"'*C  "»  "•"■"wt  abroad. 
•ay.  M  a  founh  rtDtnaar.       ,,  p,ai«rd  anj    tiH-n   vclir.t    in-    u,.|aetrniinc   Uaa.a      T*  b*  aor-iratr,   w* 
folmman    Jahn    Noffwatu*    tt    (ba[^<l>^B'  raab   in   ibit   'otm  ot   (ha  in.  ■'■'■^■■l.l  haw  id  iravrl  wiich  la  luW 
Hambirc  B>«ru>'  alat.mt  %**  ard^MHl    <»■  """ui**    Iko.  Id-d    lor    by    laiw    and    »'■»'""«  It*  hAnrti  hatkiurd  or  tu< 

•aich on  Lrrift.  oM  i.i«bi  l:::„^.'.rr!f^_:^'?^Jl.^•"  ."■_"-•'  ■•»•■  i::?'^ "  o^,*"."— 

lel't   ihai   ti>«  »riMwi<>i 

n  artrral  (i'laa  ta*  bbtrlary.  __._.__ 

I*  fa-a>c  lurn   [sr   a    mmiitK  Ifwi  *u  m  to  ifialaH  iSrtn  ni  a  bevHt , 

tTmtht.   a44'Dnli»r  lojiii  n>ri>iWo  dxnM  j aUupt  *titiirr  a  ky 


|lH«r>n.tiH>ni  i/l 


iRi-QU(D  inn  annoai  4i>-  i"*"»v  .*■  "^   ^v  ■.-  »."....•  v.   ..-w--.  —  — ■'• 

illar«ac«   iti*»   al   n  iwr-    *«  ho*ir'»  tlMttrnf  briwevn  r^b.   Al 
■Ola    la    |.iu6     iliaraa«l    f*^""'   ■i""n    i'."r   tamt4   lima    It   a 


HoffmanM.  c 


aaiaapand  '■nomis"  U»  <•• 
daar  aad  ib«  tktrm  mliad  lo  hiiTi  i« 
hup  tn-M  >lu»n  a  iMUant  wh«  biil ' 
d<-lli>iM»  lertpniB  liMtriiLan  hflir\inj;l 
il>ai  Lfi-fi*  WIS  bHinrp.  wrni  la  ibr  , 
buna's'    ;>n1    asil    li(lb*d    la    tfSUt   !■•'' | 


<lt,. 


*  Clot 


-.It. 


a  ibnti  Lr*i»e  Juiapvd  fram        KAVKftkKE,  ni 


K'oninurti  i»i  Tturd  I'afc  I  |^ 

POISON  4N  PANCAKES  '. 

KILLS  nVE  IN  FAMaT,;„„ 


■  or  arnitbcr      W«  ar^jaaa 
.1  ■  la  Iha  dark  and 
riocb  nuf  aer^ani 
Pit    atinpl«     nwi    la 
■»  nor  .it'l  otntncota. 


fiiMlt.  whitb 
ilCb  rapii'Ia  an   UiieT""'""'  carnioB- 
idr  Ml  tb*  r*iaalodrr  v(  <b*  fronl. 
Thrr«      (Jcmtan      airpUnn       wen 


b^ocf*  d 


iunr«m«MI  fi)lt-iwa 
On  llir  l^r*  (unk  ot  the  Mrut« 
aa  atiark  »>ih  h^nd  crrna'tra 
ft<Ttlaat  om-  of  "Uf  trvn.-l.v»  «■•  ilm 
r<«tan  «f  Hill  IM  waa  nrpuiacd  hf 
bor  0r*  wiihoul  any  Tr*i>it  oibrr 
loan  t*>ara  (or  iba  an-ntv  Kartb 
of  B.Hloniill*ra 
lark      » 


In  ufl^r  Alaaco  fMir  •■""'■.m 
«*r*  a<lit«  in  Ilia  rrooM  *l  brp. 
fK^ia  TiKi*  ■••  intisjtiiiirNl  (.iiii 
nonxlinc  atiwc  tb«  rcniAindcr  al 

Vht**  mrnr  almlarwr  w»r« 
brvuclil  dawn  la  brial  iirelwii 
yailvrday  aw-  bt  Breiant  Ha»i«. 
wild  ts»  in  tlic  |>r>vrnt  timv  lui 
daalrav«d  d»"  Onrman  aitMai'i. 
H  ta  <vntlna«>il  IH>t.  A<J)uU»t  J.<il- 
l»r  bi«  UwwKbt  Ji>»n  •!■  rftrmy 
Btaebinc*  tliua  far.  Oro  airylaiiva 
«nd  one  bdltvef. 
Br.nU^.  Jan  lb  (By  Wir*lnat - 
fvn<^  irwoM  la^  nirhl  drhvi^vd 
(rnb  BtUkchs  on  in*  llvitnan  lln>^  at 
ibwr&i  orf  Vrrdun.  army 
hradauartirb  announrvd  lo->lay  Tba 
lljitii  railnd  of  ■urcraa 
Thr   >la.frn>ri>t   fiillu*a 

Aerny    Croup    "t    Cruwri    Prinr* 
■    -v»li     Iho    *rloti    tiwil 


I*  a  aupfnarj   ralda*   *a« 
and  abr   iimM  caatir   h» 
■    Kma      Allird 


tori 

laria  fcai*  b'«n  Wat  aad 
>«  wirviraa  dia  wbacft' 
:  thp>r   hicaitun.   and   i* 

Aaab  -8  U  tf '   anM   rwo   tot    abom   It  a 
•uaMdaaa  kMlUw  rmil  la  atcbiad. 

AiBods  tba  «bn*iia  buiittac.  jh« 
raidina  ara  tha  Vi<idlcu>«.  k^aaa%. ' 
Miffall,  CIUV><*r>  L-abcaittr,  l:>ltn- 1 
barsh  Caailr.  CwMbrrlaad.  aad  ura- 
nna.  apvvral  faat  abifw.  a«w  to  ibc  ' 
»uI>Bc.  atr  alao  aald  to  ba  tn  tba  Ibri  ' 
wiia  wlweb  altHd  laarcbaaiw  ^ab- 


B^nurnl  M.  Barurh.  one  of  Wall  Street'i  best  knmnt  sp«c» 
latora  and  the  6tar  witncM  at  the  pear^;  note  "leak"  inveatif^ 
Elua]}eth  Lueders  a  Leader.^  tion  ttMUy,  cauaed  a  ariuatMO  wlicn  be  tutifkd  that  be  lia« 
.,^'"^^'"^1^'  ^  *"^  —  -r  ■**"  "short"  28,000  iliaies  of  Steel  atock  betwwa  Dre.  15  ami 
iMif  »«*  iirfflaa*.  iir  .  20,  aad  oo  the  latwr  d*i(« — the  day  before  the  biff  bcvak  in  the 

ji^i^^^'^i^'-iiS"  j  "n-rtet-he  had  c»»«l  n.luo  of  his  short  .tmrm. 
IIM  War  mwvmit  kavtac  hi  chars*  Mr.  Banicfa  produced  bodes  and  papen  lo.pfove  hia  atat» 

ruiiMn  caaacnyiK^  anaooaoai  <«■  [inenu     Hc  dflcUrod  that  his  operattoiu  were  bnaed  metwly  o* 
dsy  w  aa  i-i.rv«w  b»  >!««•  t-  ^^^  ^^  wUmate  of  cotn.nff  evenU  aad  he  had  ivfoided  the 
speech  of  the  (German  chancellor  aa  tite  tumtnf  poant  of  the  «ar. 
Banich  testified  that  hu  net  proflta  on  hia  nuilkK  operfr 
Ei-.br.b  i.-rd.«.  MtioMdonnr  lb* -h»k"  period  were  $U6.«W 

His  tcatliaony.  by  aome  of  tboaa  at  the  utvcctiffalnn.  *a% 
■iiiaaabiiiii  a*  i''^*'''*^  **  ***"  "talwa  the  wind  out  of  the  naila"  of  thoae  who 
>7p^.rt^  by  MiMdO'  aatasr- ,  haw  becB  OMst  active  IB  praalnf  tiw  mqtiiry. 


•  urLvr  acri'iai 
tba  KrtrcsaMI 
I  baad  .A  a^KanUb' 


II.    and  ' 

(.uMUkK  a  lailnoa  ar 

HT  II  I'  tlw  an 
iBk^n  by  Iha  War  O 
njl   Crt>*>err   and    la 


»•! 


r'€:nN.\MaL'c<^  Jaa.  m. 

rarmallaa  glaaned  troia  Hu^ltai*  af 
iiraravra  aank  raerfiUy  M  ibr  Hmilb 
AilAntac  by  Iba  CJanaaa  raidvr  •( 
baa  b<^r«  laaraad  thai  tba  fsidar  waa 
a  vwi*  mt  Iha  —it ham  tr»*.  abtwi 
JM  leal  laa&  Mid  «ntb  parta  «t  her 
t  had  t««  WKarap« 


fS^r^iMRS.  BYRNE  B 
z3  FH)  ONCE  MORE 

wi-     Wa  •») 

/rTi:;?  TK;a.«™.;Jn:*«rtar*;r.i*rt»i  Control  Ml 

diiPtnal  waili  aaw  batac  doaa  by  iara.1       j|n    in    M#allh 
aad  111***  naM  ha  aa  larmaad  awi-j      "^   "'   "*«'»»S 

"*^  .•'**•'«'••.••  ?«  *'.V^^I    Lewis  DMiara 


.  b'ad  i-f  Wbrw  *  1.^ 
*»*  •-HWi'v  r-»d  ravaM- 


•  iKl    Wi  .ir 
I  '■''l    b»i     . 


^icliiir.  (unacTiiaMU 

-nt^draWnN."  tba  f 
la  a  aaaaiiuA  a(  im-waci      Wa  •»!  -    -  ijrt.ai,.-  hsia 

-    H«H^«b-«a    »^  Brth  Control  Advocate  Impftv-  ...".i  w.i_..,= 

'  '"-it  L^aa^  I 


*ury| 


Lewis  DMiara. 

Mra.  Cibal  0)rwa.  birth  c 


baad  atamac  iva*  aa  the  ».  ■^^eek. 

%  UM-b  canr«ai«d  bar  larcral  n^  aad 

lowr  conn  ainl  torpvdo  lubaa. 

Tiia  warmer.  K  u  aaid.  mummtttl 
-  rowr  aii-iiub  aad  two  aMaa-iacb 
•iTuna  and  alao  ainathv   caaa,   tadud- 

>n<  aenral  ot  Ibr  marbir*  n^m.  Bb* 
,waa   aaaipped    wiih    tcsTilaior^   ana 

waa  r(  tde  tmii  cardiac  */p*  v' 
Jh-iul^  bw  -iwr4>ii  ae«(.a  »|>ac«  «lWn 
*  aa-rvRiaudaiMina  tor  many  »riaan*i 
]  TIm  <«(ii«ia  of  tba  roMlrr.  an-nniiif 
(lo  mma  at  tba  ntra  briiatht  herr,  ■ 
.  IvraiM  a  n^tutLil  Itniub  uCwvr  inai 
R  «a«  n<M  hiirruiMl  in  »«aa«Ba»r 
He  K-uBM  aai^  oarsa  boAi^' 


'  Iba  anianir'a  ptmm  la 
'  Maoy'a  navKMiaJ  attaavti 
j  laal^  W  Whr  OIBaa. 

I     tW  «>t*ila  at  lb*  jdrp  bat< 
'emirvfuUf  warb«l  out    Dr   LiMdn 
]  arria  as  an  atlt  lan .  aad  ar  ibr 
I  b«  al  Iba  brad  at  %  m 
<uwfni|tab  of  wa«a*.  a 

1  Cerwuny.    Tba  « 


daTay    Mrt-,**** 


b'oak   tit  ibi  |:..sik.i. 


Biroch  Guided  ^ 
His  Own  Judcmcal 


IlMiaBd.   to   lam   r*i*«miic   tiw 
wrshcnnd  <vmjn*a«»  auia«d  by  I.h-1  a(  i' 
(<»1.-arTwnlM«    M    OardrtU    L«wtaw  i"-<» 
n>aii      Tlta  bul-; 


I     iiflaniw    ]      ifaat 
a  anva.*  aay  «i»cali 


I  al  W  A    M..  altr 


iMOB  in  Cerwuny.    Tba  twairal  ^^-  l 

I  aititar  win  Iw  i  amy  a  aid  t-t  wamta  at  I 
.■■iianal  muita  ■■  noftirna  wwrb-  A  I 
Iw-eiian   alrctor    *,•!*    1«   allailkod    %** 


.    It    t*"-*. 

a  Uarsui 


Sunda>  br  ito»- 


Aacrr     and     tba 

Samma  an  a^iliiiry  fiucl.  which  «l 
|lmc«  waa  Mronc  Ivok  plair 

Army  Crw«v  of  lb*  (..rfmaa 
Crown  PT>ar*-\.\tiarka  made  in 
llir  canine  by  thr  Fictiib 
arAinal  Hill  Mt  w<ra  aititoul  aiic. 


»*noaLin(  9ija- 
■Hpa  atr«r(.   tmmpma    Kn'fcai   to   ibr 
coart   raid 
Wllnn^wi  laid  tba  pnlira  lbli>r  titat 
notor    niitains. 


na  anin  wapao  irata  >  ■■ 
t  daav  at   ilM  nu-| 


-let 


iv  br  ii'«i  thta  r*nvan(laa 
afpw^kr^  barrlrdPy^adr-bM  ••  i  I'^o"'' iTJ^r'-M"-/ 'i^tlSUTlJ 
h..-»i.njly  aala*.  vaai«>day  «amta«|  Tfta  rr-ulu  am.r.Witfd  and 
ItriiiMsd  Iha  daaih  oT  0**  iimbart  afltaady  axprtmiccd  abroad  mrr.  n 
•  h.l«rtni.faaMlro«  A  tw«  hai«am  •"'  }^,T!f*yJ^M'1^r<,'!!^i,*'^t!!- 
lA.bkum  and  Daafavta.  arUaa  adk»|af  i^  .n.nr.ji  uabi  a-vl  »«.«•  . 
■autb  at  bara  liwhi,   and   a.anfa    innkiinc     iiin-ixb 

^^^i    Tha  |>u<-abeia  w-ra   i^dr  h*    Mra.'-"*'*" 
'«|(h'-cara«dlWHM««ni«I^    *'    *<•■""•    ""aibar  af  laar  »*  iba 
dwhni  off    Ifiifflaaa  aaynad  nabt;un  1  "t^bna  and  rran-lmoinrr  af  Iba  llrtb  l>>siil 
Vaa  Wuaar.   aba  liawiMialaly  cMn-lHrt   Mnnia  >■  brtinod  to  taaia  murj  i  tM>a 
•Mialaaled  xilh  tha  tbrtactJv*  Bbmullba  CDRi-m*  at  a  wtrti   rdniai"iac  a»l     -x.* 

aad  a  daaara)  alana  waa  aaat  awl  (ar.'ari'nital  pi*Mraiion  (MM  by  h-r  b«a-l|ha  r»ii"l  Slatn  hma  iiMlofwl   itac 

La*wa  itend    In    tjiidrrmy    with  a   prrparrd 'Man,  ai  bat  the  Amrncaii  FidfTntMa 

Wbaa   l^irma  tiwrvd    aa    aatr*a«a   IMncjk.-    dour     llitafcaac    tba    pawitcrlar  l.abar    rcprraraidic   lb*  orcaaiaad 

iBIo  lb*  Utrtla  a^aaaa  (•darjr  bulM-  [wa*  dour  Iworfcinc  faepto-  *'    sur  rountr».   and, _ 

*■!  ^  *b"  "**t  bv  Iha  nicbl  watcb.  I     Tha  iledd  war*  Prad    fwatitv.alcbiMaiM  m»nt   athrr  nstioaaL  »Ui«    aad    laal  Kalurdaya  battip 
Han.  Jajaaa  Oaalia.  who  laid  bbn  not    The^dofa.  iwrniy-ali.     Iritn,  iw«!niy.|eii>  Drrtni*a'*on> 

WKb  a  «b*b.    Pm- two «a*a  l.aalAa  biy    ntM       Mlno.    loeaiy-rnur.    aad    Cbw- 1      "Wc   ha-a  l*M!ay  d*»»<iin.>fia  frooi 
1ha  hnaptlal   aad   Ma   mico  Mrinta.  the  RianOwn  Iman*  of  our  aiaira,  and  -Klicul  tv»- 

by  dalaclivaal     Tha  tatal  Ri#al  saa  i-aiaa  yaataiday  I  rra^ola^■^ »^  al  ibr  cairrHar*.  awyera. 
baa       Aa     a  t  laartilng    and   tnrf»r«   aarni    ktvn   waa  .        - 

'  tm\-  —     *-  -      -   -  -     - 


MruiHy 
wba  ». 
laanfc    oirrndar    LavMia   (ac< 


a    Itr*   dead.     Mino  dia>l  > 


dawa  to-day    ib«  I 


-  -    -     ilaai  ef  tba  «. 

Pabr*!     i>   K    Hrinti    ihr  Utbtr   waa  aai 

__  _      -,--  tlknad'wiiat  III  aiMl  aodtd  nn  Ml  aay  <■( 

_  ba>a  bara  r«maad*d  toa  ibalMnnthra,  Mra  M<-inli  ta«t*d 
anad  jary.  H  •»■  nalMvad  that  VnMaKn  aflrr  bar  >oDa  h^  " 
Mi  abaa  iu  b»a  rnM^iW<M.  tail  h*  *   -  .««     «— 

•d^rad  daff  a  d«>*1i  acala  waanj  a»d  1 


bmifaad  la  Ibr  Uaira  Ai 

Caun    la-day.    and    in    all    UkrHbnad 

'  '  ladt 


tiivAkfAal.    and    aottctnt   a   ya- 


REPORT  N.  r.  MAN  KILLED 
H'^RAIM  111  WEST 

rharctiiU,  «M  la  b*  a  pe.natarat  baa- 
•araa    naan    of    Kaw    York    Citv.    wat 


SAY  BANDITS  TRIED  TO 
ENTER  MEXICO  FROM  U/S. 

ImexJCO  city  Jin  la-tt  haa 
Ibaan  raporird  la  iha  .War  Dvpannant 
Ihal   bandiia  trw^  la  rraM  tram  itia 


abtlaltuna  e*  r 


■tawul  da>t>Chi  a4< 
cn«h  part  nt  iIk-i 


<Doi>«.   iia  furpn*r 
Fdiiralian   al    irw 
nd  ItWt 


QUIET  FROM  THE  BALTK 
TO  THE  BUCK  SEA 

BBftUN  Jao.  »  (By  KlraWa-i - 
Quart  baa  prrcalled  dnrins  Iba  p4«t 
itT-tobr  huura  aJi  alone  4ba  Hua- 
atan  and  Rounanutt  froota  frnnt  Iba 
OaJIk  U  tb*  Bluk  Sm.  Ihr  Wv  Of. 
Bca  aniMMMccd.  lo-JiV  Only  In  Ha< 
c^donia.  lb  il>a  LVni^  and  Btruini 
ragleaa  b^a  lli«rr  barn  any  aciinti 
ta  Iba  naibaniL  and  tbta  aaly  tn  iha 
«aUira  at  wouiine  abaratiaaa 

ri£TROCR.vD.    Jan.     M    (<  ' 

iirtwmrra    lofcmt    bit 

■attia  in  Ibr  Ja<wbral 

_„,    __    .    .     Bortbam    »i»d   of   tba 

Ra^nanian  front,  la  announmd  by  the 
War  OAice  to-day  Twiiir  m«4-htaa 
cnna  iu«t  fa»r  irotKh  laortara  tMra 
laitiartd  Hi  addilion  lo  a  laial  ot  l.t'A 
oSieara   aad   man   fraia   iha    Ai^iro- 

Ut-rntAn  rurc««  . , 

No  iniportant  military  ni»riiionian|  .,»__, .^   f^rcT^Awr-* 
4n.  »r  IlM  Irani,  arr  t.ituruO  .«  ib«!  AUSTRIAN   DESTROTER 


Ifuata 


rar  « 


Tba  raUar !  draat  W 


'"^'  . ^  _ 

Uwm  auncUM  material  «•  i<«|ilili 
I)  I  hanca  brr  awauraaf^ 

Thi.-  la  ■  dt»«rt«n«>>t  anoiw  tbr 
men  Undcd  brte  aa  to  •brthar  l!>r 
r.udar  u  ainiorrd  AN  uf  ihrrti  acr.*. 
b./«r(-«.  iiLM  14*  raider  la  iMrwasb- 
ty  nibifiiad  »nd  Itui  jm  detail  la  tbra 
TTitK.t  ba*  bmii  otcrloabail.  Aa  aa 
rvjnit.lr  they  aay.  vwib  |itMon« 
biMrJiHC  tlK  raider  In  larctabad  -.._ 
a  kil  i>areQMii.k  and-  Manbet.  Tb* 
ptuoA"!*  ar^brjtt  in  ihe  bald  babind 
Iran  dowrs.  aad  aowM  af.  itw 
Ihal  tl<nr  toi  aaa  nol  a  ftm* 
lalrnaa  boat  awi 


anny  .■oiu.mai 
T»e      «><alii      r'OCi 
ti-bad.  wbrtr  n*.*>--^ar|i.  by  Military 
la     Lvnlaia  aill  h^tt  tba 
OtlW^a  b-hiad  bar.  artd  bar 


ifnm*     *iil     ae:     Hooial  aii-Mnaa 


tw^tm  cbuad  ub:m 
Lbi  Da*   II.  b*  a 


»d  ba 
b«  Ma  a 


•  by  tir  .  wuetHia  (amarba  abaai  bia  gaiwa  mtt 


bfM  t-r  -wM  (be  fau 
I  b«a  «d  >)<a«i  taa* 


latiblary 
KiU   ba   Iba  cbirf  «f  a 
Cetwral  bu>.  ) 


ll    ta   fvaMbie    that 
Law*  wdJ  ^aimil  Mfa    tlyrwr  la  hr 
eaaw    by    brr    aawv.    Mra.    Maraani  . 
Itenr*).    aad    hOT    i-aawaal.    Jol^a    J    iiaa. 


.;i.''i;.™z!".:"rnj'.';s:r,K:'woiiAii  vicna  of  cas 
■-'"'•"'^'^"^'irvr';:      wwrre  NOTE  to  -Kir 

ll    aa    w^Ma    »iia'     . 

TbtaM 


Mj*  fr«Btd*n«  Kaor.   and    fl ij 

Ihe.  aOnrl   lb>  apaech  wwald  iM**  a* 
"-   "fcawt.  Mi  Dta    |»  - 

tbai  lijy 

.-  (ha  witnnM~a«j.  -.,,4  ■■,.  « 
r—'OTV  rdMnI  Bian  im'i-r  wa*  ti 
I    iMtd  bMn  aM  a(  law.b  •>  itb  itai 


lapaatal  IraataN 
'mic  la  farttiar 
taia:  ibU  m  m 
|palr«a«MaL    Tba 


twa»ty-a*a   >*an  ,  "•■' 


r'-rij.n 


lally 


t  mm  aaatrarlM  «hat>    i 
•r..  It  waa  Btajll.  pmn 


Klkihe  nrutrabi,  arha  woaa^wlilic  baada 
on  ib>-lr  alFtn<a.  rtaiVBfwabdVaaiar 
iihantaa  aiid  alaa  B*ea  a  C^- 
l>4«aeM  auMl*  by  0*r«aA  ytrla 

AIMT    I)*!-     It    Iba  1 

j»Mib«e«t  Inward  par 
inoii  darinjt  f^-.i!  bainj 
IhC  OnliiAi  i-miirr  bfku»rt|^_whVb  bad 
lie*  ropT  frnilrra  aiiu  aie'r  bar  aldca, 
.\t  n  oVI/Kii  vn  the  mfirniaff  of  ian 
U  Iba  rfclUrr  pl«c^  ^T  aumvora  of 
>h  on  t"*td  Uka  iati^neaa 


caa  la  a  faratahad  raoai  at   It  Waii 

gj^y^blr  «ar   tagmh  atrttt      Or    Lyach  af  St    VMi 

_  •—         J.ftBCa    HoaMlal.  Jiflar  CaUwc   »a   la- 

aaAdl^^l 


arcocnpanyinc  pnad  rniw  TT«  Jap- 
ancaa  ciMMaUi  waa  anier-fd  lo  follow 
Iba  raider  anUl  t  iiTchxA  tn  th<-  even, 
tac.wbenhawaalatiirB  woai  and  nji 
ini«  tba  nearaai  pmtf  Tba  ard^n  Kf-i* 
ab^rd,  aad  Ma  awngiii  aur%t^ari 
wara  bawagbt  Mt»  Wmaibuni 

Qw>iinc  a  cbptbrad  Onitah  capuia 
Iha  rMder  la  a  dan»idwa  baai  m  iba 
baada  m(  a  Cl««rr  inab 


NORWEGIAN  STEAMSHIP     { 
AGROUND  OFF  BARNEGAT  I'u 

T*.  N..-«..a  ..cumabtp  »"-«,.  I'^^^- ^'/~;;:  '?:!:\^^T'^*t  -■ 
fran    Maiacua  and    M.    Ji«o.  Caba.    -u.^,-   Mtnad    •  Mrtnorlaa- 
w«t  bCTWuad  laat  iu«M  aa  Iba  aainb.  [     "I    dan'l    »«■«.    bat    I    laal    H»l    I 
aaa«  aad  ar  abiwacat  Sbaala  daruw  a  *«*•''   '«'   •»»r»2»  "•-•*' -?"^^- 

t.^  .«(  -    «_.    --J  _..  --- ^'1*  laar  mind  arttlad 

taa  aad  !•■(«  a*a.  aaa  waa  tapartid  ^^^  ^,,j  ^.    Maa*  1 

ih4nc*    Do  l»a  *b4   •^m  aaeaaraca. 
1     11    -'-  -f  la  apwr  ymm  an   la 
Biaha   )OM  Want  la  wen  aad,  »mt  (m 
Mwewne'a  aabaF* 
0«  tha  labia  waa  ihiRf-««« 
Wim  I  iwii    la  a*a  feat  faar  tatba* 
taK  wcifha  IW  PMMida.  aad  ha*  dark 
rtir.     ayea.     Md     1— taliair'       ~— 
rlatbtM  »*  '>*  — <  aMUartal 

EARTHQUAKE  SO  SEVERE 

RECORD  NEEDLES  UPSET 


!»»«».      tbai    walai^    ml    ...     

ibMefa  tbay  taouH   ibwa   »•   wImi  el 

...-  ,'ect    l«a«a    wauM    Ii4>r    oa    tiiilii   - 

^v..  .aud   liiu'M^    and    lltil    a    eaja    e^|h 

■II  a«    auMkily    IB    »rl„n«   ■nutltt.^*.- 

Idyii.c    bitia   a  i.-i«u»(   i*   riiwn 

>a   Ihtarrw.    IVii«l '■"»*   b«»<a«   fw  ain.tt  m^rm  al  ta 

wa*  a  lia  bitl    On   '•"Matwn.  liarwcA  naM.  ha  ■ 

-    —    •-    dealMic  «m    Iha  nark 


raltar  Uahawk  ti  b*  u>  no  launadMIe 

dan«ae      ll  wa*  bHiri^  abe  rouM  ba 

ptUhd  lata  da<9  wxar  at  hwb  tide 

Iba    Dararcai    Caait    Guarda    atmrtly 

iia.w*(   left   bara  ia.«o  lo  bar  rvKiM. 

Ti.a  Bw*dBa  »  a  >«aari  af  TU.iaaa 

HilCAt  KING  ens 

AH  AUSTUAN  HOMI  "■ 


CZAR  TO  RECEIVE  THE 
CONFERENCE  DELEGATES 

L<>N'I>'>N    Jati    M— l;nip«r«r  hn-ho- 


ablir  In  daylwM  aa' 

rtne-ni  e>f  'cffMaiiaa  10  iimii*  i 

rraal  I  brouKbaaw  auT  i'WUBln' 


DAMAGED  IN  BATTLE 

ROME     |M>     l..r,.i      J^n      K-TWr 

uMrlan    drstrojrr    Hituar    aia    i>ui 

oat. of  aflian  in  a  aaidt  rncacaMeni 

Atlpaiw    a    frw    dajf    a<a. 

10  itaUaa  da> 
•atllla 


I    liain    wai 


Raw 


Ulo  y< 

t,  riivrrh|t|    brad  nf  aa  advar.  1 
r  a«»u^«  id 


(.-naral  Ittcai 


•rf.l  Rxa' 

ibii  Am 


Service  Is  Not 
Always  Direct 


Iba    ^iao>    it    u^it    ,  u(«ia<^    ad* 
Tbay  lU  ri»dw>  r>»lL^  and  tbaaa- 

lS£?*Elv^^.r  '.'1  'it:::. 


i*ai»y."  ^^rba- 


Iir.f*'Cbr" 

i   iHta    la    1  - 

•Xttaa.    a^  '  •••  . 


ova    ■••»    puniilr.K    Ih*    haa- 
iba  American  mda  of  Iba  Maa 


NORVECIAM  aur  SUK:      a»™*".  "< »  •^"•-.>. 
imE  OF  CREW  LOST  rritV^I"  """"'^■""' 


LONDON*.     Jin      JO-Hu, 
naanna  tlwt  l*<  Soi-w-aian   *"""'' jvoBfain 
,Ar«a    t.361  lafta.   baa  hren  hW.an  ap,  «i    b.unri 
<)Md  that  aaaaariwwCTew  ar»  nrpart .  I  *  ran 
/>Br/>ABiaai  /•airama*l''<<  >bM     Tne  Naraaewn  auawiar  Ful.  iKoiwin 
GREGORIAN  GUxNDAR    ton.  MV  laaa.  hu  >l<«  taen 


ftaaaian   r*prrwMalt**«   " 


TtlRKH  WIU  USE 


Mimt^tx,tH    I 


i«ly  ,ii.(«im-d 
•  ■rt-at  UnUMi 


AMirrnitDMt.  jm   m  -  a   cbn- 

lanliauplT!  'IvsMttcb  ta  Uniiar^  aaya 
jtbal  Iba  Tufhnh  portumanl.  «a  tha 
!  I  u'OiniaaOJi-aa    nf    ihe   (wrramawt. 
faiwaiiy    bituptcd   tba  Crry«nan 


Tba  Mohammrdan  ralmdar.  uatd  up 
la  tha  yrucni  in  TUtbcy.  a-oi  tMaad 
an  Ibd  cbancP*  nf  ^h<•  at.mn  aAd  con. 
alaled  of  ■  >>«r  »r  twrlie  fOAar 
montha.  einiini<««fiis  in  tb*  Uradarta* 
Jul). 


.UFE  SA\'ERS  TOO  MODEST  . 

TO  REPORT  MOST  RESCUES  ;:;d'^,:u'd:  '^.; 


^-Hfl1)m\VI%     Jan     »   MA   Loti 


1*^  2:  SENATE  STIU  TALKS 

OF  WILSON  PEACE  NOTE 

t\  *jji">*''-"'""^      J^->      i--!CMi'iorl''na^' 
iwnbtni'LrfiBi 


FIND  FEW  HOUSBMEN 

USE  THE  SPEEDWAY 

Coouni**"*"  r       "(_     I'uM'i-       WnrKa 
lta»ab   t'wUii  (•>-<lay   fniOr  i   trftt 


i»  uf  llunuii    Uaruui 
Uodta-nd  a    rriwiu 


)4altl<Kary  :  MI  lo« 
rvi«n.ii  lift  b>r  d.( 
^■rli  an  No'     rl  f  ir 


The  r""*™ 


llbal  IVaalJKi 


in   wMicb   It    lal, 
le  of  Ibr   .<'-uW- 


bpai> 
iluary   aaGii-i'OMi 
be  I  onad  Mtiaa  m  («r*t(rn  Und> 
aia'd  thai    tbt    rraoiaiioii   be  wci 


SLKHT  DEUY  IN 

ASTORIA  -t"  OKinNC  , 

'      t<|M>i     aapliiMihin     ^    ikr     Raiiiaa*  '  ■lual 
Mm  a  A*H*i-IJtH)«  of   ^iiitrta.  tin:  P^b.  1  tssi 


AU  SAFE  ON  BURNI>iG         |., 

STEAMER  AT  EVERti  I  |<.Ji;iJl^\.^^  iMibwa  wh«^h 

CVCrtFn*r.     >«j>a       lan      S-Tbe'waa  read  and  UU  ao   Ibr  l.abl« 


TV'     (IMWdw^ 


wlUrh  Ibr  tRTMiffi  praai- 
II  |tin-«»  nlMi  ta  liM  htMa 
^r  11  >:n«  inatrad  af  bat-taf 
lal  vxlHMvely  r>jr  baraea 

:.  i^i...4»  i  A  U  and  ( 
*  arrtH-b*  itit  ni|bt  aqaaa- 
-d  ibi-  a4i.rd  tv.t>l,  ami  tba 
.  dhilnc  the  waia  parted. 
rw  *<i.irica  awd  «a  »adoa- 
rc   counud   b>    Iba   caaaba 

and 


L/^NnON,  Jaa.  M— tlnperwr  i'>Arraa 

nr    AuairiA   bai   crenlad    Ibr   Kinf  af 

liulcarta  an  Auylria  brid  marabal.  ar- 
'  .urd.iK  10  a  VwbM  araaairb  la  llau. 

:i.r-aby  way  ar  Ariatarda*     TbAnat.lnBw    tbty    r^rbad    MnIt 
llirr«r   «Mitad    Iba   TliiHanaa   hjnc  —  '  - 

b'a  way  lwi«elra«p«raan  haadna 

irra  where  ba  bad  aitewdad  Ibr  Unb-  ,<" 
I  Mr  ceiabralioa  df  iba  GrrVMa  ria-jirf 
.P"*  _; Lwrr*  ihrawi 

.  .-«    .....Ml...   m^^^    k..*.K..<._     1^^   i,r1ii1ll    ._       .    _       _     _ 

k  IBM  awlit     Tbr  til 
J  • 

i  ibii  \___\ ~ S.~  JT ^Z 1. 

IeK.-im«.  aad  aw  Pavi  t 
*»>  mora     tbi  Dia:   m.  be  a..^.-  .... 
kvtar  \Mtv».    nao  awa  ■>e-.^'^  ^    ^.-^.m,    ,«n-  M»  abara^  mdanrn  bk  aba*«  iiaii  al 
Charlea    E.    lUyaar    da.  'dart  af  Iba  Uaiadrlwan  aaii^iyfaidOi  ,ta  SkJtm 

anauAl  repart.  |<*aar%atary        Ha    •  apta.aid     >■  d<*l     Bafw<«a  Oac.  M  abd  Daa.  B.  Ma  an* 

ttiaaiaadi  of  raaeaat  by    'bal     January     bad    brew    aincula'it 'ptaM    In    Iba  avbat  «ba  •T.b.Ml.tt 
ovary    y.iir    thai    aaw*.  w«ib  aa>»  iwa  «aabaa  r»n»nrt  ,be  laaHdad. 

he  Mid  la-d»>    in    -that    »    nnr-bara    New    Var*    ain*       TaMbtOL'  an  bia  Dw.  It  d«aH.  Mr 
M    riiwrt.      ■•>ur    aad     itm.-^r     iT^tare.    Canada,     and    W1H«f<e    atiird    Marw  b   it   iMry   w*pa 

Walbat  tbey  rrrwartacotaiiK  bail- !a(   PH.   "»   ">'    l^aal  lad-*     Jftturv    ' 


IbMOd  ntfb  rkr  I'raaB 
u«e  apwdy 
iirtbalan   1 


i-.<wrd  vr  »:■■ 


r  p«a<.'U<«llr 
nan    ATlr^    D     it^X   I 
II  al  AMany  ta  awai 


>  1   rd  Utt   Irani   1.'  n  aa<:h  iaS  a'dwchla'd.     Tbt    in  ti  •   a 

I'btirariw  aturaaidi.  >att  dboard  ware  I 


|JMt>tv>''bi  lor  lb* 


Lbiled  bl 


ntlai  tell  wa 
1   cai  by  a«M  breadai 
Tbay  claWB  Ibey  aasb 
I  aa   wall  aa  ib 


In    ' 


.ita  •l.atarb* 


ar  Iba  artaai  r*ai-u»«  am 
U«ly  whaie  Itwy  ha-.e  n 
OWN  Hern  Mkd  lwi<e  bn-a  n< 
tbmiarj>^    a»i    (,.r,    ion> 

Tbi    niTMm  lar  ibre  uiy 


MlUWAlKTr.  Jan   » 

Ibr  M<tau<nr  laitrraitr 

inOM-Bii  J  a  t  Kdrat  rirtb  •awih  la  tbr 

■air>bF.>'tiia     lurt     ml      M<-tico     Uat 


Waabtn«ian    r<Kanl»ic   tto    1 

irailan  1  ailltHd*  taaald  pate 

-AbaaluiHy  imM.-  be  nvbad 


a^   B..e«..    i««.    ba«a  aaatiiad.    _^  _-^   ■TaBrTc'XW"  I 

l«an«a  ataiM-d.  M.   badwa  ra-  |2t,tN   BARRELS  OF 

;:?«i;;::i:'-iti.r;ria*ii^sr     potatoes  lost  bt  fire 

^_  libaaiind    barrau  <>r    pataiBT*   aaait- 
eo|>nc  tM» 


CodM  Ibao  IkJa  Manaa  TV 

-- ttiaoiuiDiv  nol,"  br  rvplfd  1' 
ad  kawaa  «*  Itm  Pi^ndrii'i  PWi 
i^i   da)    »  randd  bai'  >L.ti-4  ai    1 

Harvib  aaiil  h*  bxl  tnxmktnd  ia 
Ja>d-i^w>'ar   B|w«in    i.^-ivac  %a   'a 


awH.oc  "•  detlaaa*  of  ia>a>Ma 
l«ach  II  taaaaa*  tm  ttU  aatibs  Ki 
'.iniarta.  Ot.  Iia»aai  la  aa 


i«L 


I   wera  deaituytd  b«   bi*  ^^ 


-t    biwa, 


I   fpM   tbbt  II 


*«a»   'Tbf  laao  w  SOMM 


I   ta*  a>*  av> 


FIGURE  24A--THE  FRONT  PAGE  AS  PRINTED  TO-DAY,  SHOWING  THE  ELIMINATION  OF  LEADS  AND  BIG 

SPREAD  HEADS. 


HEW  YORK.  FMDAT. 


®h^      ^B   @l0b^  OCTOBER 


"■•QJatBtni 


&  ]gi6 


'3ki>orrtl«rr. 


Tlw  Miuu*  Avoidi  Rnnning  Down  the  Deamt,  Sweetot  Kitty 

9,  WEKTUt 


•  E»Tryb5dy  *ho  ttjiw  ought  to  wnt«  one*  ta  bi*  k/o  upon 

^psthosof  pasciof  thiBgs.  | 

Ail  "ho  H»o  oiithi  <»  r»fl«t  (t  linM  on  fluia  Uut  ima  \ 

Ih^i  nkd  TM7W  tro  gottc.  I 

t  al  taMi  tw>  Man  I*  tk(  iMMcy  of  tjra 

I  OM  MtadMlT  «oH  to 

„  aillM*  built>  K  ihut  arf  vhoM  uttWMCT  i>  idMKt. 

TTie  nqMcallion  FratwfM*  Villon,  in  whooo  vrBfwsrd  mind ' 

i  lli«  stranft  PmmrthMn  Ore  if  (mm.  ««i<l.  for  tht  firs*  | 

ttoe  mt  far  u  «e  know,  ttiow  trvfic  wonf»  of  molt  onivonal 


-Mm  aa  MBt  Im  an<«  (faataar     ("Bat  »*«»  an  th« 
I  of  ygttryw?") 

SiKO  thon  tho  snbtlo  >n»*l  h"  •'"a  rtricittd  by  ewrr  port. 
kaa  br«a  frit  by  rvr^  soul  capohlr  of  musing .  ss  Omar  sp*akj 
af  "tlw  na*  cf  ynterday"  anl  Sir  Tbomu  Bnwno  of  "forgottni 
taen.' 

Who  caa  bt  wholly  losrasiblt  to  tfar  dumb  mrsaaga  of  tht 
«raTf  yard,  gnta  aad  whlla.  nta  though  it  c«nn  to  hira  as  a  | 
fkiat.  lochoata  -m^mt,  haocka  at  his  heart's  door  as  ghosts : 
hock,  and  ia  aa  laett  aadcniaadatik  than  th«  wind's  vom? 

Who,  as  he  gosa  about  his  bostnrsa,  docs  not  soatctimcs ; 
ikWl  of  Ihcm  onco  aa  actirc  as  he.  now  formr  fluiet.  as  quiet  as , 
Maia  tha:  are  not  yet  boc«<  Tbey  too  hoped,  wen  eager.. 
Mr«(M.v<adind.laa(hod.lBltc4.Badrei>ented  Webutre- 
fMk  m*  ia  a  kaga  vkaal  that  gnaa  laond  and  round  Why 
inaaoc  tha  aBeoie  giw  tired  af  Dm  scaaaing  repetitioa? 

Vha  that  laa*  Wftcay  haa  aot  »ea4ind  oeer  the  *ap  ai- 
lan  aav  af  lach  hcOtt  <°Raa  «  Ca*ar  nl  Cliailiiaarii? 
Ba»caasachciicnj  fcaalee  into  aach  attar  caiiHiacsa? 

bto  wbose  MuaLiiiuiiiiiii  haa  aot  that  awfal  word  of  tha 
tatTM  paaetratcd.  aa  ha  staada  by  a  ooea  ngarous  aad  lif  e-fcmng 
ftiml  now  touched  by  thMiyltefT  of  Deatb— who  haa  not  felt  I 
tha'cnepiV  paralyaia  of  that  word  "N'erennorv"  ^ 

»"hen  sre  hear  all  the  jtreeu  whistliag  "Tippetary"  do  aa 
aerr  think  of  forgotten  melodies'  n'hat  songs  did  they  sinf  at 
au—aiallea.  what  ditties  in  lisht-hearted  C.rvtrr  aa  the  roister, 
ara  paaaad  by  the  hoose  of  Aspasia,  what  airs  and  cadencea  di- 
Mrtad  them  that  lottend  and  dined  in  the  Hanging  Gardens  or 
I  tha  yoong  moon  ui  the  Crone  of  DaphneT 

"Aa  to  me.  1  havf  oft««  th«^ught.'  antes  Vernon  Lee.  "that 

1 1  a  poet  1  would  wnte  a  hallad  aadder.  sweeter  and  more 
I  (vea  thaa  Villon'a  which  I  should  call  the  Ballad  of' 


Ls^-iid  H  £  ^  H IM 


GiBcy  u4  Mc  (todu 
U»*  I  UwigH  It  vtal 
I  Ml  tea* 


Tivr  cmn  w  «■  Olttoa- 


7«  iat*r(i««  lb*  UHTOK 
Aa  I  a«il^  q 
ftoe*  tar  fca 


iB  c»—  •  «iri  or  •  *■■—» 

Wukft  tai 

Xfea  toMari  It  «»*• 

Tbfa  tamft  (i  atid  psIlM  «■■ 

1  a  Sl'ttC  MiB  «»■•  I  a  ftrl— 
I  aiisMt  4i*tocai*^  mr  s*rk 
Tr)tnc  ta  ■**  «kai  n  «u 
Mv  lOdfe  r4t 
Aif  I  cnMot 


i4Z2  G/?E4r  FylU  SALE  d^,.. 

Every  D>pt  in  the  Stor^— Whether  Iti  WEARABLES  9f 
HOUSEHOLD  GOODS— PvticJpalet  in  Tltii  S«ls 

ALWAYS  MORE  THAN  .ADVERTISLO 

ENOUGH  SAID  .— 


'  Aid  de»d  )»r«s^  In  the  hour  of  Ivvt"*  flame- do  we  think 
«rik*  >ov«a  that  •»  (om.  as  the  h«l  mm  af  ywicnUv  has  f»>« 
W»th«<oelalfht? 


THE  EVENING  STORY 

•THINGS  THAT    LA\    Nf*REST 


•r«M    »*lft   W  «    ' 


IhM  to  ^ui  cMl  Wwfe  ibMr  taMa**     t  r^i  chiOr 


Marhrr    vtnrpvd    BXaia 


Malbar    Mvim   ■!»•«    tan    "vra 
IM  tttnwr  n*  ta-r  bJ-J«  t-th**  MM 

rmtad.       It'tl  ell  mem   natat    aeM*!     -Km    M«ft«r   Vm  w*  I  •baJl  Ami 
m^$       n«    (oars*    ••   «mi'>    Mk    tof  ]  aMMtkntv  <•  «•  Iha*  mil  htW  kImis 

__  , _  inntor   tft   (MM   »•**     *■*.   ■—>■>■    »ii  ii^««. 

And  d«^  hoa»«'   'The  ruined  castle  at  HciMbenr   ■>»  [  «»M»a  f  aa  w  i  iiBHWi'"**!"'"  |ta,?^"^i^ 
4«a>t  in  by  t*U  and  tr^^  o*"  ^y  'vy"    T>ie  CotaaaMun. -ao . ^"-^'^^^i^'lll^^l,^-^ «,m ! j;  " 
^tfC  and  holtow^yrj  and  chiU  wtth  erhoteg  eaptiain.  nd[,»  »Mr  wmm.  •« an  tmt iWMa>.  j ^ 
^h—  fuH  of  whtf  we!l.T  of  myriad-thrcated  crflwds,  pal^tatfl— >-«ta     ■     *»ifc 

tnd  aarw  OB  the  benches,  and  in  the  arena  what  dust  iBdhHt.  I  {^^■JJ'J^^^ ^„ 

inrf  aad  itraimny  and  horror,  inch  a*  the  world  wiB  atw  aat > n»aea  m'tm  ••  •*«  •  4»i-aa  im , ^M-i'taj''" 

-Mhri«.d..d>a«a.tedk«Ma'   D..1  kio^  wdcoar-L^rt^rST-M^lTiJ^iJl^^ 
t^aao^  prtesUand  pumtca,  ehiuhuw  mUKaaitres  and  f^Lwninff  I  rm  •««  i  lawi  «»•■  ai^u.  m4  •*>||^|||^m  •>•»  »i.«^ 
I  zfftn,  an  »wepl  away,  and  the  *tafe  ckv^d  for  ui  ia  oar  lime  •>*•    ««  «•"»*«  w«  tmr  I    _^   ,,^   „,^^,. 


MILITANT  MARY- 

Fbr-wery-aiogtr 
oxnn-town 

«  qros|aoq| 
9«liCAtOReH 

mqbly  loriq 

CATCH  CV^ 
ANY  MORE' 


Ar  rf  aae  •we»<  Ike  viae* 

AM  bin 

TtM*  ORLfERCO  fela  to  t*]M 

rr  •tetrvrr  IT  «n  ta  is  tka 


Ifiaato  «b«i  br  rase  tack 
A*a  «ta  wittitag  ta  h«r. 
»•  aaiHk*4  I  to  THINR 
WtoU««r  IT  «M  ri*im  ftia 
Aa«  laM  ta  a  LOt'D  ud  aKCBT 

VWCt 

niB  aoi    n  to  avHhrr 
AatasL  MfMnI  not  VrgtUbla 
An4  TM  fU  HIM  M' 
Thra  ibe  lAM  tlw  tac 
Ai4  •«•*  Mvralolly  nit 
Tfen  I  •rat  la  t*  at*  lb* 
i  F4.ter  ftBd  I  »aa  «faMl  W  k»4il 
'  sm«  atr  bxaiw  W  arfaki  h«Ta 
Dp«b  rron  w^tm  it  I  «m 
llWMwdva-    BMtaawBM'L 
He  «u  attr  IS  aM  104  I  tana 
r<  de^is  I  Mr  fo  i*<  craw 

'  4tia»t(4A  I  dna'l  M9  7*1 
!Hu>  •)»  DAJtED 


La  Batch  ot  Smiles 


r    «h)4.  ftpropM  Cf  Ut»  lAutt»mm 
-If    4<riat 


Atvd  daad  tool*,  vith  no  hope,  no  enthusiasm,  no  vigor  of  i«  w  wi 


~nMt   wii^    mUrr    In    tksiF    mntfi'  t 
■(  'b«M' n  lk**«  ftratlMMlirr,   mnr   •tr^   iify»-piirB.r   ■»• 

If.. ;'oui.o,  tai  a  Kttte «f  th.  i»itry  rreoput.  of  life,  aa  *-^z:^.z:zi;:r.,j:::.::^^''^x::-:^B'^^^^^^^ 

ka«dfiilofailiaaareltflniwBtheheanh'  U  „,.!»»  at  K«#<ta>  *>•«    -w* '•»«•«■*  ».•) 

What  a  coafucMV  plairtaaniafona  it  all  »a— w^  and  tboae  •«•»«  ta  «•  n.  fatwr  •ww«  i«  "l-J**;"-  .'r^"!  *"  t'="»  "«»  cr^ii 


I  once  were,  thou  that  bved  as  we  nov  tra. 


WM(    M 

laa  mU*  *■«  »  ptoea  ta  ttM  worM, ,  iHit<i«  mmi  ■».. 


itnmrr  Jipa>a«»a  ui.i 

'■vm      WbT.  atcilMr.  ar  auj 
h*t  t*  tKia'-r  i<un  m*  awrraaMto* 
•'>»■'   1   '■■»   &•!   o*  ts*i   nwhncu 
""It  t  kr.  <  I  .(ft  cpf  aiM-«a  »i»a  an^i' 

14  4avned   aiih  i 


M»   Mr 

aMaOf     «.' 

-tittt 

>««-r«    ■••     r 

•b*   k.nrf   ar   •    X^. 

a     P«   *» 

•  v»hl    luil    r 

^flijtt 

Mr«      Mar 

tr—m^ 

•  ts^   ■' 

Msrilu 

»t   ar.^  iiKn 

an   ..■ 

■What  I  ?»T;pi«^-   nU  taa  aun 
"         ■"  ■^Jta  in  c^n^t.  • 

<    js  that  aiiU  an  tnxi 


5i  J.SO  Koong:  Men's  Salts.    S|ie.id  i/.50 


^-'«>a    a-iwMTia,    mTS^fr.!-,    Ml^ 

ftw    an]    Hi.  Ji.«n    -Hf-    %•> 

f  .!■      ar      tH,  .  Is  <i«r«      ina4(Ul  •  ^ 

•J 


CMILAT   NEW  ASMRTMErrrs  At.50  OF  TH3  FOUAWtKO:— 
B'"'TB-  X.^vT  Bt.LE  St-IT*-  i  Bt>T»-  r.\H.  A"CP  WtNTUI 

8.Mta  ■!.•« 

mraa.  Mrn-B.  fiarvMr,  CMMktllas* 
nana  a  »•»!  f»K  i*»-fna»j  «• 
"•eft  ar  ra«>tftli>'*  ca.]tan— «im)» /■>• 
dw<a>a     Wawt-^ewM     kaliaa     tvl^- 

^-1  ap  aMrsi  rH/t^—aut   baWsa  ••• 

laMuiup— jH  la  U  tra. 

surra  roa  atoirr  aora- 

iy*W«a.  <nr«*aaaM  aa  »■<■»'*■■ 

•taaa  W|»   aKaaif  ^laaa— 
aanan  •(  rtart««  Ma«tt>-Mala 
ar  a««a*M  fw»t    ili«  la  *• 
•aut  »>a>iiia  i 

OiK*r  Trasdirra.  ••  rM.  I,}  IM  ?.0S    ».9S  .10.9S    II.OS 

SPOffr  COATS  and  MACKINAWS 

11  TO  II  TEATtS. 

6.98 

I><l  tlhad  ronbiaatleai  la  wim  browei  aad  gravna— #*«rr'atw  aaM 
kaovB  IJU*  i«aaa«  la  rrpivMaifd  la  ibia  t^ctpUo»»^  laowiag. 

TVaa*  ia  a  *JtaU*a  aaariilT  aT  aaaar  U.4a  al  aaanfcaa* 
•M  ia  tk.  a^  a.«»  -ar  at  latliM  < 
(tar  a*ra'  C\mtkimt  P^aif  am  haa  baaa  faa 


S.d8 


7.98 


MISSES'  SUITS  and  DRESSES 

PUTWCnvK    AUTVKN    STTLES— UNUSUAL    VAUlCS 
Our  gparialiarl  rrorK 


a>*a*i— |i^i!*4  «r  «™«rt.  *ub 

■  •n  full  r*<*wt*4  f«rvn»— 
iB»lorHf  «tiii  •■i.r»  ITT*  aa 
aaiia  (vnara  and  mfti — 


Special  at  MJ( 


Atl 


IXSS   *"»"  *n-i»  hitu.  atiwa  M>na 

At^Ul' 

*«Mi    In    aroaiariatMB.    pams 

wi  •       .<   ,,■■■■""**    ^aww*     ►••■(■'e^     »•>**■• 
.     BMiU'e     aa-".     r-v^n      Hv«.     are"  It.     buV--^ 

[•-wr    e,i»a   !>f    fV'~rt  t«n.  w««4' '  •  i»ti-^  ^km 


F.4IL  Si4L£  SPECIALS 

For  Tomorrow 


I  ai»Tr  ran  ii*h< 


n  aa  r>ra<«aMe  PBHIr*va. 


^^      |i«al   'Bth 


I     •.-••vra««Uv 


.  r«  Maaa  na«r«a  Mardr'u 
>rira  Rali"r,  t>a,  fr.i  ftavinf  lei  r>l  h.m 
■n4  Ilia  ""»»■  fur  )i*4  il  aa«  •M'a  f-'r 
fa'kr*  aail  fn*  ■)>•  fr««ai>tit  uaa  aaJ 
'.catHut  of  tiui  ta>pMi>d  mitt^Mna 
r^  'no  th«>a  <■  mm  irn-nc  ik««  ^«  , 
Niuoi  ha<*  »M»  aip*iair4  anil  aaf-  r*«a.  an4  ilUfi 
r.r*tf  ' '-'  —  —  ■ ' 


ntitMoff    mi, 
1    pfoirxian  lof  a   hriiM    fcr-».~ 
1.,  .  .~   „«-j   to        "Wtll."   a-iJ    »*»■»    1      WwMIr. 

ia>.'-4     *<i-)ora  ''■*(«r    ka*    la    >(■(    »»    tnani    It* 

rkMnmc*  of  a  1  Than  tt  aatfl'd  o^  h»r  tb»<  aaa  ■ 

liatUnC   <r.    Ih«   «>[•  of    a   l*n)wr'.    i 

*i»a  Mi4  a*  i(ta'*iia   te<t!^    ad«Ml.    "Tmi    ta-< 


>  *Mw|>w   •   aaaa   la' 
"I  (w«««r.  tpaiUan 

Hae-«aMM.      mbM  t 

foe  It  Ma«aaa>«tl    ttta   n—la»a    fcw  V  laM  aat  a 
--ti  than ■  •■-- • 


TIN.  aa.a  tta«t!»ii  e.*;;  j';*5 

■.   la  RSI 


I  t»4  !•  b*  rtDHii  at 


ELOQUENCE 

av  w  «;.r  >r.i«ft,« 
•C»»»rtiit  ••  CM*«a  ll*iik>»  »^»at 
I  lM*a  IP  ta*  fift»«  aaMliPT  »*•  i*i««iw-  aflit^f^twr.  »b«  Utia  bla 
ra-r*.  »hai  a  aiRMi  Ma  fcparrj  |it«  aa*'l)>  •*!«•  ib.  *baT  party  M- 
^r.w  bo*  iifaou  «rta4aaa  aaa*  nw.  aa4  {rl  mj  (na*  a*4  e«Mtaaa  ■». 
aa4  rt>l>  «#  b]>  in>uM  UiaiM*  aaULI'"  >Mi  «iili  ladieaaima  Acf  »bm 
I  !#•••  (liai  Tvahai  aaftiBf  l  aa«  "aarfc  ffceia  ar*  auai?  *«''"«-  aoi*a« 
laar  l.P«v  la  alMtaa  (ba  rvMtrra  «aan  aMf  ba  a«pr<iad  '  N«-ii  a>abt 
•  bMf  aaatarr  apwlai  a4ar-w  iba  •««»•  an^  ibr  bMirr  H«  ta  tb'  (>"•« 
tpaakvf'a  laaaaa  ^«  «itb  tba  (raat  of  aaoptii  Roimb  thai  «<^a4  tprakar 
ha  daavuam  aoa  vMb  Aa  laakcl  iiniff  iraaaca*  >ta  aba^a  at  bow  lb* 
riftta  aaaabar  w  b«t  «  taraalr  oaKaawfear  iba  aaaai  «r  a  feaarh  al 
ifTMW  ^  rfevia  Ifta  aaw  aaboly  Mab  raats  oba  lM*ia«  c^l  aM.  vea  i 
falaaaa  aa  bat  a«maia  ««  anM  mt  aaaca  b>«  Aa4  aa  I  la«««  t*a 
baa  I  aatiae  "Wa!!!  afUl  alaag  la  na  Blier  aaiaM  tbta  Irllaw  m  t*a 
wlaaar.  aAlaaa  ba  baau  tba*  bai*r«l  Haaer'"  I  Mat  Ikt  ta"*—  aaAaitlaa. 


'niMcr  at-trs^aBeoxT>  rtoon 

r-«     »-^    •alva*     tawB    M     Wam 

MiL'u^EaT-TitiaD  rt«>a 

MM  IMpawl  nb  TA.I  Ita    Mt 

MltLf«CTT-TVI«t>  MiWa 

^.  j-r;-  Srrsu-  »«,.■? 

una  »  «•  *^i  £^Jf^ 


aotr  cu>rMi>>G-7H(Ro  nooa 

J*  rt.  Ian*  hroh  IhaM. .  i$ 

t'»W  W1-1I...W  (na  airb  a»«~» 
a--!     nr-.'*%    Kvnn    ttytn    t^<■l1.J•« 

a'otr  rv'RM«nt<vci_TtuaD  ruMML 

l>^  *Mba-  laaa  Traaw  Sdh  .  7JS 

*,.,,.,  i.„t^  tt,%  „^  „.«,. 
M  ""■«^"  —  ''"p"  auM« 
h-iitni   el'l^a  —  H«(j  an>]'uAln>a4 

tiHTwa'  PKrr— TKiitoi'n.^ocNi. 

PMaUw'iCaalS*aaM«         LM 

w  «*  ■-'•r'  -  •*•!  aaatratsta  »»i- 
•-«i  ao'k  '••''^'twvn^lwiult  " 
•ntr  n.r>i>Mi>^~TNiaD  rLorm 

N.T  —4  ft  aiia4„.,»<  <iAt«»- 
t(-«  ••>  gini  n— laaan  a  IB  M  .Mirm. 


■am  •  kaaaal  anpw  Olaa  alMwi    Qm  ■ 


a  ra  latiMI 


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IM  mJ  Tiliibiaa  <Ma*  CaWaBi  rm»4    CbahM  I 


laa  ttaCWoi 

I  ■  CbahM  faaa. 


FIGURE  24B— THE  LAST  PAGE  AS  PRINTED  FORMERLY  WITH  BOXES  AND  PLENTY  OF  LEADS. 


NEW   YORK.    SATURDAY. 


®h^  A^Iab^ 


^i>(lTotxRm«nB^J3Ulorr1t»cr. 


JANUARY   20.   1917. 


The  Botheration  of  Thought. 

Bv  aa.  nuMC  cranc 
Hm  Boat  Ccrrtble  tKing  in  the  wortd  aeenu  to  b«  Thooght. 
AtlMstmoat «( tha  paople  you  meet  ara  running  away  from  it 
*  Who  wanta.to  ace  a  thoughtful  play?  No.  no.  give  us  the 
Mght  and  airy  comady,  and  kt  it  be  carpentered  aoisording  to 
caafaBtioa,  for  anything  onginal  enough  to  ba  imasual  dis- 
tattia  Um  eomfortable  arraognnent  of  our  thought  ntotectilaa 
«a  ata  puzzled.,  and  that  imphes  thinloiig.-vhich  weanea  us. 

Let  tha  hero  he  aa  aU  heroes,  young  and  noble  and  hand' 
aome;  and  the  heroine  have  beautiful  curts  and'  liquid 
•yaa  and  saechanne  voice,  and  the  villain  he  true  to  the  Des- 
perate Dearaond  type:  and  the  Rube  have  chio  whi&kera.  and  the 
parsoo  be  aa  iaqifiasiMa  teirking  poser;  and  ao  on.  If  a  real 
Btao  ahonU  get  en  tha  itac*  ha  might  waik  out  into  the  audi- 

If  yog  cofttrlbuta  a  story  to  a  magazine,  read  carafully 
'fiiat  the  pa&t  numbers  of  the  magazine,  and  make  your  atory 
aa  tike  those  that  hare  pten  pnnted  a&  posaible.  Edltota  know 
the  people  buy  that  kind.  Tbey  dont  know  what  would  hap- 
pen if  a  new  kind  would  appear.  It  might  imply 
fuoctiotung,  vhkh  il  to  be  avuided. 

When  yon  converse  stick  to  the  platitudea,  when  yon  make 
a  polttical  speech  keep  close  to  the  grand  old  pnociples  opon 
which  opinions  are  &'.andardit^.  when  you  ptiNiah  a  aewa- 
|iap«r  don't  part  from  the  traditioiu  of  newspaperdoffl.  or 
when  you  do  anything  try  to  <Jo  it  about  as  it  h.as  always  bean! 
done  and  as  everybody  else  does  it.  and  thus  avoid  gating 
awamped  in  the  dull  (luagmire  of  thought 

If  you  get  in  ttic  n.-isty  habit  of  thinking  you  speedily 
boeome  a  bore,  or  wors*— perhaps  a  crank,  a  radicaU  an  uBsafe 
man  or  aa  anarchisL 

We  have  a  nice  wad  of  mud  Ktdy  to  throw  at  you  if  you 
deviate.  If  you  qucslion  truculent  national  conceit  you  are  a 
traitor,  if  you  even  consider  cnticaJly  the  subject  of  ^narriage 
you  are  a  free-Iovor.  if  you  are  open  to  conviction  on  the  matter 
«f  hirth-contrx)]  you  are  a  libertine,  if  you  advance  any  private 
views  oo  refigion  yi»u  are  an  atheist,  if  you  are  a  different 
khw  of  a  doctor,  lawyer,  or  preachet  frorfi  my  kiod  you  are 
«  quark,  a  shyster,  or  a  5ensatioralist. 

-I'he  woman  »bo  thinks  is  as  bad  aa  the  woman  who  hesi- 
tatas 

If  a  maa  thinks,  hell  never  be  a  judge,  a  bishop,  or  a 
acfiator. 

If  a  little  boy  thinks,  he  will  have  to  stay  after  school 

All  tlitnks  have  been  thiink. 

There  are  pVnty  of  capned  (pinions  and  ready-made  idcia. 
XJm  them  and  save  trouble. 

Fur  the  secret  of  contentment  seem*  to  ba  to  ahoa  cere- 
•bratior.. 

"WhM  aww  tas  S<ar^  banvm  ahan  tMait 

.^Ut^'^S^^^'^^  •  "^   "•«■   "»«  *•*•  '»'*'  «^M* 

VJ  MM  US  nmt  hM-  oo.  aa  aha  aaaha  b«T  fmcraant  craaov 
waaaSaa  tb^uMvaa  a«aiBM  bar.  dtnywt  her  tacmd  aal 


Keeping  Up  With  the  Joneaea. 


—By  Pop. 


SAf  'TH»3 
NEU  FLLLEfi 
OF   JwLltS 
13  A  Au^SIAm' 


O^  t^NK'  HI  1  tJNCLE 
>i  A<3(iAiuO  Duke' 
SA53lEtTrS  GOiwta  TO 
GtT  flw   ftu«jL    30LT 
WMtbi  iMEy  Mtac    WE 

^ — I  H'f^ 


Vt3  riM  n*Gi»*i5   I  An 
TiWn  IwC  OLD  AND 
MONO*lADl£    FftTTiL-y  OF 
Own  OWSky'  OUft 
ESTrtTt    13  IN    THE. 

ivovmce  Of 

30ftkl£fT    IN  THE 

FAC£ 


1   S'POJt 
QU5ia4e33 

OwCG.    MERt 
EM    n«i7Eft 


Round  the  Town 

W,f»  a    J  AT   M*Cr)tAM 
T»ai  CMfHd  am  Qnd  t  e*a  "i    a 

Ka  Caa  (raaM  Out  Ma  tiaaS 

ri*ii»<*«  <i 

■OK    h.  ■  a^  t    tk«t    ptraiwtM 

1  .>  n4  «■  I   I  ikftl  *vs^n  *•  €  ••>• 

1  Bdi  thii  otM  O^  naa  gvadm*  m 

lasftst^  ft*  miiw  w 
1  \M  oil  <■*  *>><'-  N 


POLLYANN.\  GROWS  UP      t:SKSr 


CHaPTCR  XXAl    •«-. 
"Thaa  vaa  ahall    ^urrir    m^ 

aaiibH   Jiamr. 


■  C»»r<<nt.   laia.   air   U   d    9%^  %   C%  i 


-Na.  mm,  Jiaiair.  ywa  «aa*t 
ata*4.     li'S-sAuU   Polir.* 


c^'^ar*. 


•MiM  -  Tbr  alJ*T  aa*  maaa  a  «»• 
i>tbt.>i  aatiaaaaUBa.  hui  iba  aaaw 
*Hl  Ml  pattaa.  ar  «.*»>«  hia  aarsir 

eaa  t-^narry  Ma.  Mt-  t'KJua  a^ 
IcriB      SW  abiacta  t«  r>>a  ' 

-Otijrrta  •»  va«  '    if  - 
«ra«  ^aaKaii  aac't* 

■.■r'.r'-.ssv.T  I  ^'».L  r.;t,";;  ri.'.::  .v-rs 

aaat      »i'>irthin«      ■■•>.!— aauwl      Stv 
idlhrr  ac<l   nty   t»*C-i>  " 
-Sl.tfrav      1     Itwar*-     Pol;"    ChUi-H 

ft--    ir-r.  an    Ti»#  Mj 


Or  rt»»a  wOt  aaeak  aa  Sunilar  at  4  P.  M  at  tba  Raai<ra  Huirlct  T 
.  MarvT  aaanua.  near  Brua4war,  Brtmhira.  The  buiMllac  caa  ba 
'"-■■ 1  amaaUR  Willluubari   Br.dfa. 


raaebrd  rroa  i 


Guarding  His  Goal 

■v  HAi.rm  atfiKT  bahbock. 

CHAT-reR   Vtr    tCari(inu-<l  t 

Saraa   daliara   woaldT   ha  u-»avM|, 

btir  bath  baba  ahd  aiovaa.  and  n&m 

thai  AnMU  baa  aoaatad  a  aarfacil* 
tarkinc  V*it  of  atiat«^  ha  vau'.aai 
lu^a  !■  yarrbaaa  iVoca,  Ra  aonid  pui 
tto  haataiatM  *haa  ba  got  tbaai  on 
Iba  abaaa  ha  «aa  waannc  an4  aaa  tba 
larar    far    all    puntoaoa       R«    had    a 


The  Bedtime  Storv 


t^a1 


V 


aaehar  par«p!iamiana  ba  waa  balof 
aavnrlrbi  aatra^agkot,  bai  ba  bad 
aaraad  Iba  nanay  aad;  ba  MM  bl^ 
abif  daSaBilr.  ba  haa  a  rtthi  1«  ba 
nrkjiaa  auh  R  Car  aac«.  Ila  Oldat 
•Biiraiv  alleaca  aa  accu«)n(  «an- 
aaianca.  bat   ba  radaead   It  to  «hta- 


TMr  bad  atrea 
Cbaaiaalir  ltoui*y  faa  atlibout  aa  Tat 
ba>lnc  taJien  port  la  a  fiutool  HIa 
^anm  to  maka  (cid  aa  a  foMball 
plajar  la  lb«  auT'oma  bad  not  bMO 
I  ha  aada  ii»  bl> 


aaw.  Ha  had  an  acatatlo  viaian  af 
aaa  Taby  't\Mliar.  a  Nua  asd  whiia 
atncainffaita  cap  oo  hi*  b^ad.  wr*riic 
K  arhi-a  attaatar  wtth  tha  croaaad 
haokW  ■nci.a  aad  tha  nxaUo  lullara 
V.  B-  T    on 

r   pada.   eaab 


V*  TiroR.vr''V  w   araoesa. 

If  arar  t<ra  (aika 
twa  ana  ^raiviy  aoi  haMf  Pai 
thar  waifdM  t^>4  Man  fi 
ua  tbd  titivrr   ibar   had 
atol«e  fraa    BnwMr  tha   Itfland.      I 
aaa  BaS  M»»<nra   ta  In^  iba  dianai 


.   -  _.    _.    ^  ^^   ^^ 

-    --    —  harxl. 

Onrmy  anJ    Rcddv   Talk   TblTlK.aort  laarr-hant.  «»".  d.d  r*.  J^loiW-.l     Sapy.Y    waa    hla«h    tytd    had     raa|»«nd*d     -Wbr 
Q^J  Wa.bl«rTi>a    %y^  n„-...r.n,  ma  al^';^J;7t,«;^^,"-'''T'..'*r'?-„"^^  "tT*'  ■r'''*' 

'araaa  t>a><*ra    fmai   a    belt    af   Macla 
caltoa  caahmrra.  tak*o  (ton  tba  »c-uit !  b«wn 


>d   allb  dt>Bp  complacrncT 

tloov  Outhrta,  Maaaaaa&  Uuth- 

atfa. 

Lh   a  raraful   baad 
UMy    had    avrhail    '»•  faabmw,  m  b< 
ao   Hard  Ib  ci    ii  *       narar  tbaucbt   II,   *aa«Mlly   wh»n   r* 

"tiaaaarl  -  aaarlad  Orasnr.  Old  w^r*  a  cb>P  a-ninala-  araand  Frac 
It%»*^2rjrta.'"**^  *"***  **"*  "»"*'  *•""*»•  -•«  '•  ^-itf-tM**. 
Thiarr  aoaak'  Caaar*"  anarM  »'^  abnui!  Pul  a  bady  b*-i«-  hla 
Raddy  Onca  taan  Oi>)  Maa  CorvM  -i*il  abo'a  a-coia'  la  ba  aoaM-Ba4|r  la 
.iiinnrd  Unaa  iliat  dinner  bad  di»-  tha  wur'J.  trya. 
aifiHtixd  doKB  hla  inruil  ~~  ~"~ 
ai'd     a<aallaat    c/umb   ba 

.boM  aad    LartMd     i*     C , 

Kaddr  ihad^yau  onutiin't  a  had  Marihr  Straa- 

"1  aa  wary  laai-h  ablir^  far  that  ,<ar.*aod    twera  paarrfal  aoltaWa^Aar 

fi'^«ViV^*?,h''«mtSr''Vt  aViill.*''"'  """^  ""**''■  '^*' 
h«i    dji."rr   J    l.a*«   bad    '-r   a    b>nx    "^  •■""*   ^^f*"  Waattniaa.   aad 
•  iiiir.  Aii(M*  tn%  loaay  tlwt  ib^i  trKA   cat  «ii(   ta  ba  a  cavaranaai  omciai 
of  rmirm  waa  aa  aaian  a  tntk  aa  I  luir*)  -i   rrckon   yauti  kaap  iba  pont- 
on ?t','.t^     '^  **"  '*""  "^*  i««^  •  '<■"« 
Ha  daitad  orr  boblad  tba  ham  tiha    clwdad  at  ib« 
a  Bray  atifiak,  andJlraAay  aisd  Hadd)    *    BavJl  in  tba  "poalnmoa  alda'  af  tha 
roliD<>M,_tat   or-isa  aaa  aaa  roiauic   'raont.    babind    't^   a^alTa^    et«M>"-n. 


(Ta  W*  I'art" 


kiwwd   bin   aad  haAia  aat 
-evarythind  a  ait  nabi 


Maand  had  itta- 
I  that  aanaalMnff  araa  r^a(  an    iha  Wood  drsuiad  trnin  hrr  4eiicai<-i> 
la    .ifaund  Iha  caraar  of  Iha  ahad.  aad  ha  :  untad    ^ivmki.   itta    biLia  of    b*T  *y«( 
Manr*        •■  "*^'"«  ••«■*  •  rarhat  fhai  Mra     da!h  altn  fT..»»rT        if  tbay  look  ti» 
.    ,  .         .     ^'        _'  itroao  had  uma  ^t  af  tl»a  hauaa  ta   aMte*  aey  frc»a  ala.  bird  kill  Un' 

ttab   dm    taaia    aa^Mcid,    had    worn  ,,^   ^^mt  It   aaa  aU  abaat.      Ky   tha    aha  thoufbt.     and    bifd   ha  aa-tbat 

thai  tjrmrttion,  amad   "ttb  a   •!*•■    i-ma    *»>m   trot    aiauaS    thaaa    al)    aba  ,  braacbt  tut  daaih.    OK  pappy,  pappy,  |  —.-_... 

KiKdad  atica.  M^«eiilaa  In  fntnt  af  tba  <  "**    *■■   "*   aaptf   pan   la   «hitn    I  U  haaa  la  «t>a  bin  ab-tU  bata  la   "'**-   aba  aaJactod  Tray  apartta.  aad 
atica.  aro«a.  a    "  a-waaTa  d-naar  baJ   b—r*.     8b-   aaa  Ictra  b<m  up-  I^a^l«l^  ah*  au  oaatloua  ta  liar  inath- 

Uoa     ih»t    Pan    aoutd    tn  1     TSa  laai  Ova  yaara  af  Waaftlnctaa'a ''^*  "^  prwaOura,  a>"i  diJ  a.'t  lal  tba 
ta  .«i     aba   ibn  r<'<'itnt    ur'dv.  lataty-cl-l.  alar*   ba  aa  iba  kaapar  of    fa«t  If^al   ba  •«•  *n«ac*l   «   l»ack»    nwi,  danf*ilan.    and  auka  »a*Uali»a 
id.  aad   Boaaar  (wu^'Jn  i  ini   bar.  i  tM   gftfral    aMfa  ta    tba   Dry   Rldaa    **•"•  "*<"•»  ••a*  pi*aa  i«  aarma  Tr^lj^^^a,  «f   «  (in   aha  baa  aa    ahimr 


THE  GIANTS  OF  LILLIPLTANIA 

•aaaa  am 

By  thta  u»a  iim  cirma  trauwra  had  V^  *"■" 
tha  ifwwinaa  lauad  U-  ,  ^^"'"^ 
r  tha  fiaaia  la  ha  laifa  , 


raJdm,  .d  lyv*  ■<*i<t  ibaiaaalwa  ta  ba  <ha>aad  by  tw 
~    An  old  *ic»-  'foal  aatii  aaiiaMa  arraasaaanu  caahi  i 
IwT    atOT.#       A  ' 
Oaai^  laundT     A  c*rt»P"«.     T'ltr-j 
lr-*>Ct>lb  airnt  wrat  af   l:^^'h  ai*-| 

naa    ta   aaotbe*   af    t*>ra«    .r%tt'*i  "e'traat  airtTia  t*nx».  tha   aaaa  mt   1 
ain^ia.     IT  acni*  nf  lb*  In- «   I'j'  >■  i  euni«  hatiac  apraad  wltk  tha  uti 
^*  jiapadity  ot  a 
1   fartb  a 
I    "N^  araa.'  waa  tha  anawn  r"*"> 
I  a  an  «ha  approaahad  Wa  tar  talar-  I 


I  abOa  tha  ahaara  af  Tardlay  a 


t'ak.  tha  awaa  atappad  thara  ba- 
caaaa  tvrtha  hfa  a«  htat,  ba  aoaUnt 
laaalaa  a'bal  tha  barata  Tahy  Tuckar 

vould  da  \t 


DOROTHY  DIX'S  DAILY  TALK\^^:^^^S1\ZX^.^. 

Why  Some  G!r1>  C-itlip?*  at  nu?mpt\  ""  ~ '"  ""    """     "' 

Hntbara  ara  of'an  craally  aa!aal  la' a  rtindrad  imi^.  n^-a  i 


land  pa*  yi 


9vt    n    aaa   a   Saa 


aithauch  ha  triad   hi*  <ary  hMt.         I  naiihboTfcoad    had    baaa    gt»a    th»    'ar  ►>"  buaband  ,  

OtAfwy  aad  aad-ly  fa*  abat  boaa.  1  paaiag.f*.   a— d    buaaidf.   -  PateCT  ■  i     W-a  Tt-.i  aa*  aaay  aa  hla  ahaap ,  to  »»r«  moo^y   f  _ 

nnd   U^ara  tnm  baia  la  Ihar  baartj   aa   tba  bifb   anundiaa  aaaa  at   tha   (atmnrr  I'lp*  af  ■"'>  «'a**(8  ha  al>  1  balanra  «r  'ba  funiiy  Ob.  tba  aar  ,  ■<•-  >>a»i 

M  bu»din«  h*  baaa,  bad  b««B,a»f»    aiaia    la    BacMy    Balla        ThaK]^-  .„  „(,,  ^u  a^ad  yai -eaty  lba»,aa»«a«. 

talT  happy   ar.aa                                ».>rBind    af   b-l   iwipiatioo   aba  had                             ««—  oi  affleaa  wattad        ' ""  " 

bai    a— ■     •rnil     ^     t,M.»    .IriwMvad  a  laiiap  fnun  bim  aatira  ba !  «™   •""    '•   aiaraa   ai  on«a  uwiaao 


-i»a*W"      ,    .-. 
,•._  r— •  r-—  — -•  —  — -  — aai  Hilipa- 1  It., 
•r4  thsn  aarF^^ma  i-  .^a.  ani.b  nam.   ila  Jaura 
iTwn  f.*!   .u>  a  I  ..'b,  Mol*!^    u,  laa  pablic  la-a-noa  at  " 
aJ   yp  n    lat   of   )dM   for  hrr  I 

I  la  hf>p  pot   tba  d<na<^  ano  i     Caaarai    da    Sanias    yaMa-aad 
ray  t^ff  tabia  and   rut    in    ■  .•^j(  auM 


brutal  naabar  of  I  for  Old  Maa  Co>ota    Bat  aaaa  thay  '  erandaat  bu»din«  b*  bnaa,  bad  b*«a  : 
mad  ta  ptrt  tha  pack  \  "*'*««  J"*"?     ""*>  ?!I!f5L_  'i"  t^^'l"!  ^?"  ^'^^•*.    -a    k-._         I 


-i; 


ui&pad  r-naitnc  aaJ  »a— Uy  ate      II 


waawl  taanaiv  ta  aaa  ii  r 
it  «Ma'l  aaaa  ta  fcnn  at  auth 
aiiaiT"!  that  K  waitM  ba  riatil  le  w 
*  aaan  manar  af  17  (ntar:<«a  ai<h 
■bat  r>iti>abr«  Baaldaa,  Ihara  *iw 
itTitl  Uia  Iiar^l,  Uaiaat  clianca  af  that 
aabalarahlft.  I  h.  la  aa 

Whao  Tuee  waa  ra^Itap  cbMiml^ba  ]  ^^  Ta  _  _ 

■■l-J-aail.   I'daal' 


a   lb  I  '"■"*a^  IUj ly 

"  "At  Ilia  way  Old  Haa  CWaU  Kola 

ha.1  dinear  from  aa.~  rapJMd  Orawiy 

Ba  lair  ffitn^Mj     Wa  atola  Uiai  ati^- 

>rr  fTwn  Iloacar  tba  Maoad  aad  •  'J 

H«y  Ceyata  aicK  it  fraa  aa    I  naa* 


aa    ba    laaiatad    «a    baind 


l!aaa  ba  MU  htaiaaif  that  It  didai 
•■lak  1«-ai|M, -b-l..*  oplliaMk:.  ha 
altPMi  Ihat  partiapa  afar  all  ha 
mlKht  wM  aaa  tH  Iha  amaliar  acbolar- 
a^ita  ir  ha  did  ha  would  aa«ar  ra- 
l^.,\  (ba  Bicful  aaala  af  that  aatca 
..(>•;•'&  r.riy  ds^laia  •  i>uld  maka  a 
{.It  «f  diffarvnca  in  hla  ft/>aiic!al  cncOi- 
i!an  Haaavar.  ba  n<nttd  ncl,  hn  t*-' 
rmont,  sat  tua  hapM  too  hirb.  It 
waa  aach  batiat  not  ta  oaptcl  any- 
UHta  Than  ir  ha  abauld  ais  a 
Uayaaa  actaolanhii 
Qum,  ba  aaa  « 
about  If    Tital  oou: 


t  o*ar." 


»'r. 


II*  il 


Itlat     ha 


Ha  Bui.Fj  hla  booha 

(a  kirn  and  aattlad  hintwLt  atih  a 
Bicb,  for  ma  hoJf  mt  aitidr-  A/iy*ay. 
h*  taMidbt.  aa  ha  opanad  bla  alcabra, 
ha   waald    know    tn-taerroa.    for    lo> 

muriaa  waa  tba  atahtk,  asJ  II ~ 

"    ■ .   aceordird   lo    IN 
C  that  tba  an  nrda  ■ 


baa  yoa  pot  K  ibat  way.-  haddy 
admlttad  crodcii^rtr 

"Aad  ha  waa  vary  amart  ta  aatwit 
t»a  aaeh  ciaver  pappla  aa  w*  ara.- 
nnUnoad  Otaeay  -you  bnow  Iha 
tow  ol  tb«  Gfaan  btaadowa  and  tba 
Oraaa  r^roak  It  M  avarybody  for 
h<tiia«lr.  and  anything  bakntsa  la  aaa 
aha  baa  tha  a>t  at  tha  atrancth  lo 
tni.s  it  Wa  had  I^a  wit  ta  laha  that 
■I'linn-  from  Bewaaa  tba  Haapd.  ar>d 
■.'H  Man  Cayota  tad  tha  wft  to  taka 
I  It  [ram  ua  Mtd  tha  atranctb  ta  kaa^  IL 
;ll  ana  aU  fair  anoiarh.  I  fftMaa  wa 
1  r-t  an»  Mora  (4  Vowaara  «a- 
tar  a  •  u-la.  wa'va  cat  to  think 
nma    «iii«r    way    ol    ailiiif    aar 

a  bon  tha  haatinc  la  roar    I 

tmab  If  i  cc.'id  bara  >uai  aaa  af  thoaa 
fat  haaa  mt  Faraiar  Brawn'a  ii  waata 
P'li  aaw  atraadih  lata  ay  aid  banaa 
1  wantad  |*«  t«  baap 
4  haayara,  bat  tba  \ 
wnra  I  (Irinh  »a  a 


oair  alS  »b-»«..B.pa  f*»  u.a  Iburtbi    j,,^-  aickaS  up  ki 

aaMta—Tahy  aifhed  adairi    abooh  hiajj  ^.,  ^^jj  ^  -Wbaa  a*""  --    —  *  -  '    ^^ 


pluno^rt  Inia  a 
(Ta  Oe  i-.'MXinuad.)  l™To'    a 

Tna    Gii^    and    Oaat.  tOrojiry 


■  at  tha 

1  a  a  try  tar 


ro«T^  «srKa    ni 

AMit^i:HABl.B. 
h'r.or  4   ilMHiaand  f< 


af    tba 


t*»Ilad    bia    ["ir-iicnih 

loifa  had  6ivi  ahfa  Hacbr  naile  *a« 

rT'itai    1'"  »»  T  W   a»»p— .  _  Ifmirtiaa.  aad  K  aahlar'on  ■  iiaait  waa 

Tba  other  day  I  boiabt  a  hr^  aii:«h  fnal  tha  butcbar  loaacd  m».'*'*»v**  *^^^  thta  oDiy  ata^d.  ■  lo*^ 
aad  I  aaa  paloM  and  aunhtd  ah-a  I  frnibd  eot  what  H  coat  mm  J^-t  iI/a'*'Swb«V*bii7'iriii'*ir.iM'b»  ai 
algbtr  centa  It  ael  ina  bark,  that  cblchca  Ibta  and  acraaar.   atb  aa.lB   'h^^  *a»a  bar  a  aart  af  ana'-'x  laah 

.  tu  Waabikdian.  «ha  Iba  irM  a^l  at«ila 

i*tlaw.  i^ninc  hiir 

a  aaa  quirk  aad  daft  of 

hed.  aa  bar  fatbar  luuaiiy    lt.t\   tna 

■  at  tha  paat4ff>r«  in  bar     a  wi^a 


Wmit  Wa»a«*a 
Dstfy^oam. 


t  fl.;ia4  tba  batcber'a  abacb  aad  torn  ay  whiabata  \ 
uaay     "niirji  1  wa*  rouiiK.'  I  itcnily  rrtad,  "aad 
li>ad  ibr<«  mtta  from  Woont^r  aaanhird  tbal  aaa.-^ 

dotiona  eoor  b'^   wc«ld  bay  a  bra  or  raaatar' ^lul «_   .     _._ 

Thro  tor  a  dnllar  eaa  raul4  bay  all  kiada  of  taaba  .••^r  ■•"•  *!*•  '^**J' 


rsa  itot  canalA  of  < 


;u 


1  Thay   ara   hatrad  t«  i 
whva   a '  maa  i 

<h«dp  baa  thataatitaiba  i»  ttmat  ' 


■-.aa    tfltpii'iAnt    tb< 
•  aa  about   ta  *** 


lay.  but  ntibt  ba  dalaiud  until  J     f    know    af    ana    ra 

"^'iwaaannth.TltltarM.Troya!"^"-'   *"*•   'f   *       ^ 
arm    rooB.1    hand-T^itin*.    tha  aaeona  ;  "»■'«»>   baiwaaa    hay  daadblar  and  a  _ 

Owcay  nnia  lad  ntoMfint  iriat  a<*k.    tarn  rauaf  aaa   baraaa^  If  Hartbal    j,a  a  aaltar  af  faaL  tha  (w<aroai«y 
■LdJrfaard  ti)  s.Kil'.v  I'abkcTo**-    It  au  Unarriad  and  bar  aalarr  wn*  tak««  aui .  af    workm*   fina    ■•    tl«^ir     (jm.i*. 
'!f^''.'.?'"^„^.?^?^!l"t  iha  faaily  aacbaqnar.   th*y   woa'd  |  fia««a  hatiaf    Without  a 


tha   aoal   and   raad    Iba  latbfT. 
I  m  1 


*•/•  1  ba«a  la 

,-  Iir 

IN  ja  la  apUiar-a  Rai 


a  ciM-aprr  r 


*B<1 


fburrh  qtaattaf 

•opbv'a  baaa  ayas  aataa  tba  aaap 
Sap  of  Iba  anvalapa.  and  Bochy  Boltv'a 
iu-]( -.nnartou*  air  a  haa  aha  aaaa  far 
bat  n-.ui  Tba  aaii  inaraiaa.,h»fi»ra 
:otioa  alartad  aa  hta  Iwaaiy 


haaky  teadiar  broAar.  Tha  ■ 
ballad  luna  aad  a«atB  al  iMa 
iiafc  bat  bar  aothar  waaid  hrt 


Italia     Baaoad. 
I  halp  dnin    bit.  Sn 
a  ara  taUK.'  la  ba  a 


i.iia  ol  1 


*  i.(*a   b>'fara    ai 

>aa  SM  a  Jamiiy  ifV-.,'.„  Vi'^raiXi'T 
yaa  a,i(  find  a  ao^M  wni  fu/»i»fta.l.  ,.„  , 
and  tha  faRiily  mch  r1a(^r4     Hut  ii  a   ,,T.'  , 

i<Mt«    Ibat     inraa     para^fr    fmiiLra',,.^  ^      _^_  _ 

brraliiy  II  ta. 'lAmpaay'bid  Vra  aaat  aut 


-Xaa  tba  %■««  ■*  baa< 

a  Saw  ta  i 
niMiy  and 


china,    or   taha  cara  at 
ettiidraB, 
Bat  wbaa  pooa*  Ha'^ha  f^a  Srwaa 


fall" 

■Armrmr'  ' 

8i>»m,  daabt.  Ihrat.  warn  eai 
praaaaj  tn  Iha  tVa  WMda  'Tba  pai 
maatar  hiuBtf  la  aaaarrahla  f'<r  < 
Hint  c-ia«  on  in  Iha  •■ll.«*.  rn  thm 
In', '  aho  aa<il  am,  "TCa^Mncton  wei 
ba  aa  projd  nalt  Wrrk  a  ban  ha  dL 
n.iiica  h'  a  brao  raauvad  on  uaaplaint  { 

Brcky    Hella  flWThad   Iha  pMaa 
tba  poatoSlra  aindow      'X'K   aopi 
don*t  aaka  iroubla  for  Pappy'" 
■      "    'd  that. 


A.  BATCH  OF  SMILES, 


;  Ila   rMrbo4  tha   taiiar-a  ha-w      Th'   ,^11^^7.1.™ 
',war      -a.     a«n     and     ataWnt     i-    l  r^-!*.  >- «rti- 


iwn   t^lWa  ufiVara, 


"Ef 


da  a^«<  I  warn 
aha  at'd.  tl»n.  '  WaA  ran  havp  bia 
atpra  rr>Mn  now  to  taa  crack  o*  daoa 
far  aU  I  fca«' 

-  fa  •-»anUa'  yo  ta  taoaa  bald  a' 

Tray  Saarka  anS'aat  him  ^aaa  Vhaa 

,   ^.     _  w-v  ..t      .      -«  ,.        "■'  '-"  '—    •    -'  "— —- .  -   T—™,^  aomrt    rwind   hr^  a*«l    "  — — 

aai  tfkatMa.  a  ro*L  a  paraacrL  a  p>a  and  dtfan  baby   ratHaa       ^haliatack  traaor    bad 

raa  aaa  jiiaaa"  tba  bai«bar  aaid.    a  maa  waold  aark  1>ka  ibaarfri.  ana'*   wvbaart. 

v^M  al  allbt  aa  erawtaS  to  bod  had  «an«4  but   Utilt  plesrlt^      1    lu<a;       Nn  r    lai   papvy  baaw   wa->«  aa 

•a  4aaK  rear  thtbar  daanad  a  di'^iiar  bif  aa  blaaaa.   leo  a«ndrrr«,l  aad    th.nkin   uf  h«apin'  comaaay.  Im  aia 

craat  It  aaaaad  far  aay  haman  phrai-ra      To/ Uka  la  taa  at'-rr  i«  drr«    ^'!^,i,  J^*^^.'*l*u*t.'2 C^ 

r»a.  aal  rat.  «Hba  buyiaa  chirk^aa.  ba^raaaa  tvu  planW  waa  i  buy  a  ica.  ZtXtlitZk"'-'  in   i!a  aiT^ Tt. 

yaa  grvaMa  Uba  Ika  di<-bana'      And  thaa,  brcktma  1i.a  haart  wai  aora   ^.^.^h  aban  Itfa  a.aocw  \mf  M4 

ba  w«p(  a  brtay  rtvar.  aad  vnh  ay  panoa  aiappad  bla  Saar  aad  aaota  aaSoa  ^mmt  m  wah  ihn  i  ..^  •■      .r>       . 

«Ub  a  Bvdr.-^fap^wh'  ba  (.rarp*  Maifatv  xrwaaj  1    AaJ  Truy  h^j  «a-<ul    '  >^.  •■>,^  Ti 


a  da  antb  tt.   Olntaa  ba  nac  ■ 


,    H.   tall  hla  vow  kaarad 
I    tt  ynu  t<*a  hit  away" 

~  Mb  tcy  dnpvr*  B>T-ky  fMla  haadad 


Mr    a— aa  Iha  raapblaaChDrUa* 
aalch^a  brakan  off.  la  Xtf 

Mr     B-Taa      Tlta    ToiapUaa   ab- 
lanad  i«  CT»«  " 
baind   aa  aeai 


"^a  thaaa  m  way 
ef  arrt^a'Od  fbaaa 
Lifliuva'  aahrd  a 
n.*n  of  Iba  intai 

rbuniinr  hla  rtpa. 

Ui'a. 
'Na.*  fwrNM  tha 


aarraiar.  'Tn«  a 


tigiN  ataaa  whh  'aaL" 

>   A  oartaa  aaan  ap  naatb  ovaHaab 
frlaad  ooa  day  aad  waa  faia.dcrably 
awrpt  lard     la    And 
biin  laaaahe  ta  bu  aa-rv-    ^ 
wnth.        Atiar      lb-  WfA^y-l 


irylei  to  i-t  a  i 


I  and  dii)oi(it*d  aa<n> 
S  loid  I  arm  bv  ^tor 
hila  K  -  -    . 


anpa    alarv    of   yoa*   ■ 

ira  lata  ihM  tfaain  '  a*  m<4  a 

-and  mt  »aw'  w 

rr**<Hl  on-j  ar  y 

FB  ri.*Mr«i  «ut.ta< 

J-ha  aoa  Anbor  TtTwra-a     Oar  r 

h--a  a  a  araat  iwad  uf  paat^aaa 


n  adcvaara  .a    '*" 


1   fat    u. 


lypawdar: 

"Waai  vm*4rt 

TK-n  It  a  »■< ''11  rt«aa»nka  Oil         '"JVZT 

4     "0%,  taoiiKT,  1  knaw  aba*  tha  iaa- l^f  J*", 

rial    mr.!"*       tt*   awaJw    Ota    paadar    '    "    _ 


.rt> 

>Ad  ad 

.ST. 


a    in    M. nai.tr*        V: 
a  IN  tha  f,>rai  ' 


■  batlla.     Alac  ^-^r 


and  thraa 
pul  I  ha  pa 

Mra  AM 
batbraaa- '     And    tha  ^aaa  i  a  I  raahad 
jp«ai.  bar  npatdira,   tbraa   a<apa   at   a' 

t     Tha  hallaay  waa  air'-wn  aith  plaa- 1 

I  tar  aaJ  daai.  for  tha  haiiaa  bad  b***" '    . 

I'  caaaldaraMy  a*iakca  danaf  iIm   ttmaicvp  af 
Abbatt    arkd    h<a    aaa    wcro    tigiimg    rirartt. 

t      Tha    Bancril     aprmd    tn     Iba 
'taarn.     fallpard     i.f  ,  Hn      Abbu 

tiaiaad  Mai>    (r^ataia  qf  tte  t 


I   kmhi  rapahi 


(Ta  aa  Caataaad  * 
nra  orairTa  op  uujPvtAWUk 


raa  Oaaw  aod 


^FIGURE  24C— THE  LAST  PAGE  AS  PULLED  IN  TO  GET  ALL  THE  READING  MATTER  POSSIBLE  IN  THE 

SAME  AMOUNT  OF  SPACE. 


61 


Graphic   Charts   for   Visualizing   Comparative 

Figures. 

In  bringing  this  statement  to  a  close  I  wish  to  urge  upon 
all  newspaper  men  the  use  of  graphic  charts,  such  as  are 
shown  in  figures  25  to  35. 

•  Much  can  be  done  with  blank  graph  forms  25  and  26,  mats 
of  which  will  be  gladly  sent  to  any  newspaper  wanting  them 
for  50  cents,  to  cover  cost,  postage,  and  wrapping,  from  which 
anyone  can  print  up  all  he  requires  at  purely  nominal  cost. 

The  circulation  graph  figure  27,  gives  you  a  visualization 
of  affairs  in  a  way  far  surpassing  any  tabular  presentation. 

Likewise  the  chart  for  volume  of  advertising  space,  figure 
28,  shows  the  peaks  and  valleys  much  clearer  than  a  mass 
of  figures. 

Any  classification  of  advertising  can  be  shown  like  our 
financial,  figure  29,  and  women's  specialty  shops,  figure  30,  in 
a  way  that  is  most  convincing  and  satisfactory. 

Departmental  or  other  expense  can  be  shown  as  in 
figures  31,  31A,  and  31B.  Paper  tonnage,  figure  32,  can  be 
flashed  directly  against  circulation  or  advertising  and  a  man 
gets  a  wonderful  grasp  of  what  is  really  going  on. 

In  figures  33  and  35  I  show  how  the  graphs  can  be  used  to 
reflect  figures  in  an  entirely  different  and  compact  way.  Here 
all  figures  are  reflected  in  hundreds  or  thousands  as  we  may 
elect,  and  the  true  significance  is  apparent  only  to  those  who 
know  the  process. 


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FIGURE  25— SHOWING  TWO  FORMS  OF  GRAPHS. 


NEW  YOQX  GLOBE'S  CIRCULATION  CHAQ.T 


FIGURE  2ft— ANOTHER  FORM  OF  SIMPLE  GRAPH  OF  MUCH  UTILITY. 


54 


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FIGURE  27— SHOWING  CIRCULATION  GROWTH  MORE    CONCLUSIVELY  THAN   BY  ANY   OTHER   PROCESS, 
USING  FORM  NO.  26. 

55 


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WOMENS  SPECIALTY  SHOPS.  APVERTISINg 


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FIGURE  28— SHOWING  ADVERTISING  LINEAG  E  FROM  MONTH  TO  MONTH  OVER  A  PERIOD  OF 
YEARS  BY  USING  DIFFERENT  SORTS  OF   LINES  OR  DIFFERENT  COLORED  INKS. 


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FIGURE  30— SHOWING  A  RECORD  OF  WOMEN'S  SPECIALTY  SHOP  ADVERTISING. 


I 


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FIGURE  29— SHOWING  VOLUME  OF  FINANaAL  ADVERTISING  TO  INDICATE  USE  OF  GRAPHS 
FOR  KEEPING  RECORD  OF  ANY  OR  ALL  CLASSIFICATIONS.  THE  FIGURES  DOWN  THE 
FRONT  COLU-^.IN  REPRESENT  AGATE  LINES. 

66 


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FIGURE  31— USE  OF  GRAPH  SHOWING  HOW  IT  CAN  BE  USED  TO  VISUALIZE  DEPART- 
MENTAL  OR  OTHER  ITEMS  OF  EXPENSE.  .  THE  FIGURES  IN  THE  FIRST  COLUMN 
REPRESENT  DOLLARS. 

67 


WHITE    PAPER  TOnnAGE 


C\R.CVJLAT\ON  EXPE:NSE 


^ 


1915 


(9ie 1917    ® 


FIGURE  32-SHOWING  PAPER  TONNAGE  WHICH  REFLECTS  THE  ECONOMIES  WE  EFFECTED 
FROM  OCTOBER  TO  AND  INCLUDING  JANUARY,  1917. 


FIGURE  31  A. 


EDITORIAL  EXPENSE 


PRINT 

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FIGURE  31  B. 

58 


flQURES  MEAN    HUNDREDS    OF  DOLLARS 
FIGURE  33~SHOWING  ANOTHER  USE  OF  THE    GRAPHS  TO  GET  A  QUICK  VISUALIZATION 

OF  EXPENSES. 

59 


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FiRST    FIQUf^t   MEAnS    ^9600,     ALL  OTHERS  THE    SAME 

FIGURE  34— SHOWING  AN  INTERESTING  WAT  OF  VISUALIZING  "EXPENSES"  AND  *'EABN 
INGS"  FOR  THOSE  WHO  PREFER  TO  SEE  THE  THING  THIS    WAY. 


CIRCULATION 

CARNINOS 

v/s. 

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FIGURE  35— THE  FIGURES  GAIN  REPRESENT  HUNDREDS. 

60 


f 


In  Conclusion. 

In  this  pamphlet  on  newspaper  economies  and  costing  the 
writer  attempts  to  lay  down  in  some  detail  suggestions  of  prac- 
tical use,  and  a  number  of  business  office  principles,  systems, 
forms,  etc.,  which  he  thinks  should  be  considered  as  fundamental 
to  the  creation  of  a  commercially  successful  newspaper. 

There  are  those  who  like  to  look  upon  a  newspaper  as  a  sort 
of  public  service  utility  for  the  control  and  formation  of  public 
opinion  by  bosses,  the  interests,  or  philanthropists.  Practical 
experience  has  shown  that  no  newspaper  conducted  on  such 
theory  has  ever  approached  the  maximum  possibilities  of  use- 
fulness to  its  community  open  to  one  run  as  a  business  as 
nearly  independent  as  human  skill  or  training  can  keep  it. 

No  matter  what  kind  of  a  newspaper  we  are  operating,  we 
should  first  of  all  consider  costs,  business  probabiUties  of  our 
fields,  and  other  important  factors  before  we  can  know  where 
we  are  at. 

Too  many  newspapers  are  being  conducted  by  men  who, 
through  ignorance  of  broad  general  experience,  are  deceiving 
themselves  and  their  stockholders,  perhaps  by  false  or  imprac- 
ticable estimates  regarding  investment,  maintenance  or  returns. 
There  is  nothing  easier  than  to  ignore  selling  costs  in  news- 
papering  the  same  as  in  any  other  line  of  human  endeavor. 

After  upward  of  thirty-five  years'  experience  in  the  news- 
paper business  and  investigations  of  newspaper  conditions  in 
nearly  all  the  more  important  cities  of  the  United  States  and 
Canada,  I  find  myself  almost  a  "cost  fan."  I  mean  that  I 
have  seen  such  a  clear  demonstration  of  ignorance  regarding 
basic  costs  in  newspaper  offices  that  I  believe  the  general  use 
and  adoption  of  cost  finding  systems  would  cure  most  of  the 
ills  our  newspapers  suffer  from. 

In  his  wonderful  book,  "The  Awakening  of  American  Busi- 
ness," issued  last  summer,  Edward  N.  Hurley,  former  chairman 
of  the  Federal  Trade  Commission,  conclusively  proves  that  the 
chief  ailment  of  all  American  business  is  failure  to  recognize 
the  enormously  increased  efficiencies  produced  through  stand- 
ardization and  cost  finding. 

In  one  place  he  shows  that,  while  90  per  cent,  of  all  German 
manufacturers  know  costs  down  to  a  decimal,  less  than  10  per 
cent,  of  American  manufacturers  have  taken  the  trouble  to  put 
in  cost  systems.  In  a  recent  speech  at  Chicago  Mr.  Hurley 
stated  that  out  of  250,000  American  manufacturers  reporting  to 
the  Federal  Trade  Commission  less  than  40,000  were  making 
profits  of  over  $5,000  a  year. 

61 


If  it  cost  any  more  money  or  effort  to  produce  accurate 
and  dependable  cost  figures  than  the  mass  of  valueless  calcula- 
tions one  finds  wherever  business  is  projected  or  carried  on, 
that  would  be  one -thing  that  might  be  urged  against  it,  but  it 
doesn't.  Ignorance  or  cowardice  is  alone  responsible  for  lack 
of  simple  cost  figures,  which  causes  more  business  unsuccess 
than  lack  of  proper  financial  resources  or  lack  of  skill. 

Nothing  that  has  been  touched  upon  here  should  be  con- 
sidered except  as  intended  to  be  practical  and  usable. 


t 


JASON  ROGERS. 


New  York,  February  10,  1917. 


62 


y) 


I 


COLUMBIA  UNIVERSITY  LIBRARIES 


004425927 


Date  Due 

■• 

_S-ifite^ 

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lof^r 

Ml 

/ 1 

*»l«198 

1 

— . — 

«p 

MAR  ^"1994 


Ut 


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<^l^^pcK^^>^  _^^-f  •.^«'?«ori. 


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END  OF 

TITLE 


